Mercedes-Benz Club of America:
The Star is the official magazine of the Mercedes-Benz Club of America. Carling Design was invited to respond to an RFP for the design and art direction of the bi-monthly, 128-page publication. Though the Club didn’t call for a redesign, Tom couldn’t resist tinkering. “I didn’t feel The Star went far enough to reflect the refined, upscale aura of the brand or the hipper, younger market Mercedes-Benz has been trying to attract.”
“In the original design, text and picture elements were as cramped as a Smart car. Along with styling and a more compelling layout, I wanted to introduce a lighter, airier feel.” No words, however, were harmed (ie. cut) in the creation of this redesign. Space efficiencies were achieved by cropping, scaling and arranging the images in a more logical hierarchy and by a font change and slight reduction in leading.