Shot taken at the Lysakov Gallery in Pacific Grove - 65° Magazine

Partners in Creative Crime
By Black Sheep Design
CREATIVE VIEW 20
When the publisher of 65° Magazine, Rich Medel, approached us more than four months ago about
embarking on a partnership to recreate 65° Magazine’s image we were at once flattered and thrilled.
Recognizing 65° Magazine’s loyal readership, we understood that the design had to be both intelligent
and vibrant to accurately represent them.
After conducting much in-depth research for the redesign, we determined that the magazine could best tell
its stories by following a non-traditional format. Thus, a cultured coffee-table style magazine was born. This
format prevents the magazine from blending in with mainstream publications while allowing us to captivate
our readers with creative edge.
The Monterey Peninsula—from the galleries and restaurants to the beaches, vineyards, and landscape—
is like one large art exhibit; infused with mesmerizing attributes that inspire those who live here. 65° Magazine follows in the
footsteps of the Peninsula by offering more than just fun stories and pretty pictures. We designed 65° Magazine to encompass the
sophistication and excitement of the area by implementing a clean, artistic layout. We felt it was important to combine the intimacy
of the stories with the vibrancy of the photography, creating a multidimensional narrative that takes the reader from the beginning
to the end of each story. In short, 65° Magazine is a tribute to the Monterey Peninsula.
Every aspect of the magazine was done with the most deliberate precision. For instance, our prolific use of white space is not only
intentional; it’s one way that we prevent cluttering our reader’s brains with a goulash of visually loquacious fillers. In fact, the new
format uses fewer photographs and text while making a significant impact through stronger imagery and denser editorial content.
However, the project did not come without its challenges. For instance, the horizontal orientation of the book affords a dynamic
experience and offers more photographic freedom; however, it also requires that we take into consideration the capacity of the
cameras used to photograph our subjects so that the photos fit into the unique layout. This delicate balance of creative efforts has
resulted in what you hold in your hands now.
To say that working on this project with Mr. Medel and his editorial team has been a pleasure is an understatement. The relationship
that we have developed with them exudes an abundance of positivity. There has been a true meeting of the minds between us and
this issue is the first offspring of our collaboration.
If you ever get the chance to meet Mr. Medel, we are certain that you will admire the same positive attitude and resourceful
mind that motivated us to embark on this adventure with him. Black Sheep Design looks forward to a long and prosperous
future with 65° Magazine. °
be unique. be original.
BLACK SHEEP AD
Black Sheep Design is a creative and marketing communications company that provides strategic marketing
planning, graphic and web design services. Our unique approach results in effective solutions for boosting
your originality. Call 925.516.1938 to discuss your next project or visit our website at blacksheepca.com.