Biz mag stalwart Business Week has had the same look since 1983. But that changed last week, when parent company McGraw Hill unveiled the mag's latest look with an event at the Solomon R. Guggenheim Museum. Business Week's manager of marketing events Faye Hakimi, creative director Steven Brenman and marketing director Clark Chaine worked with the Guggenheim's all-white interior and exterior to create a blank slate to show off simple branding.
"We wanted the look of the event to tie in with Business Week's new look: contemporary with more white space and focus on the art and photography," Hakimi said. Flowers, Sticks and Stones Designs by Susan Edgar placed white fabric columns with yellow votive candles at the entrance to the museum, and white vinyl-covered lounge furniture filled the museum's ground floor. Stortz Lighting's plasma screens displayed the Business Week logo, and spotlights illuminated the interior's spiraling floors.
"We wanted the look of the event to tie in with Business Week's new look: contemporary with more white space and focus on the art and photography," Hakimi said. Flowers, Sticks and Stones Designs by Susan Edgar placed white fabric columns with yellow votive candles at the entrance to the museum, and white vinyl-covered lounge furniture filled the museum's ground floor. Stortz Lighting's plasma screens displayed the Business Week logo, and spotlights illuminated the interior's spiraling floors.