A look behind the scenes of how a recent cover came together — every decision, every dead end.
Kickoff: 30 minutes that save 30 hours
The kickoff call is where the brief stops being abstract. Audience, deadline, mandatory elements, taboo elements. Get it on paper.
Three rough directions
I always present exactly three roughs. Two is a forced choice. Five is overwhelming. Three lets the editor pick a direction without feeling cornered.
Color last
Color decisions stay reversible until the final 10% of the work. Composition first, hierarchy second, color last.
Hand over more than the file
Send the file with usage notes, naming convention, and one line of thanks. The next commission starts the moment this one ends.
