BrandKnew September 2013 May 2014 | Page 39

groupisd.com 38 STEPHEN DOYLE: DON’T DUMB DOWN THE DESIGN TO REACH A LARGER MARKET After working at Esquire, Rolling Stone, and Tibor Kalman’s influential M&Co., Stephen Doyle partnered with Tom Kluepfel and William Drenttel in 1985 to launch Drenttel Doyle Partners, a hybrid design and advertising agency. Drenttel left in 1997, and the studio carried on as Doyle Partners. Doyle’s packaging for Martha Stewart’s line of home goods sold at massmarket retailer Kmart remains among his most high-profile work. And for good reason: Doyle used clean typography, bright colors, and beautiful photography to create a unified and instantly identifiable brand that included thousands of products. The packaging--and the products themselves--proved that high-quality design could appeal to everyday shoppers seeking everyday goods. PAULA SCHER: USE TYPE AS IMAGE As a design student, Pentagram’s Paula Scher couldn’t get the hang of working with type, of formally positioning words and letters in a layout. Then her teacher, Stanislas Zagorski, suggested that she think of type in a more conceptual way, using it as the main image in her work to communicate visually as well as v