ASSIGNMENT Bussolati is a studio with a core competency in publication design. Signature magazine, with its targeted readership of editorial teams, was identified as ideal for an ad campaign for our studio. APPROACH Many of the ads in this publication use images of magazine covers to show the advertiser’s breadth of experience, but a reader flipping through the book can’t easily glean which services the advertiser provides — design, ad sales or printing, etc. Our goal was to create an ad that clearly and quickly communicated that Bussolati ‘designs’ magazines. THE BIG IDEA At one point in our creative process, we actually heard what we kept repeating — the ad should say ‘Bussolati designs magazine.’ So that became the headline and we added a comical subhead that would change for each placement. The studio owner’s mother regularly comments that our work is “pretty,” despite our explanation that while some of it may indeed be pretty, we are actually striving for effective a lot more than ‘pretty.’ Our first ad in the series read: Bussolati designs magazines. My mother says they’re pretty. This campaign has a lot of legs; for years we have evolved the sub- head copy and the visuals to keep it fresh for the readers and in sync with the publication issue’s theme. We evolved the look from having a flat background color to using a background image — another opportunity for comic relief. RESULTS After the first placement, we received a few e-mails from readers who appreciated the ad. When we attend the annual conference of Signature’s publisher, attendees stop by our booth and we enjoy easy conversation comparing which subheads we liked the best (Our accountant says they’re number 1; My baker friend thinks they’re sweet). Readers say they like the ads and — most importantly — they remember us because of the ads. We have been told that our ad campaign is how Bussolati was identified to be considered for their publication’s design services.