ADC Young Guns 2 winner Kevin Brainard and partner Cybele Grandjean, known for their redesigns of Condé Nast Traveler, Martha Stewart Living, and Condé Nast’s Brides, have launched a redesigned Consumer Reports and their new partnership Area of Practice, along with Robert Spica.
Area of Practice developed the strategy and redesign for the new Consumer Reports in close collaboration with VP and general manager Brent Diamond, director of growth initiatives Steve Cooper, editor in chief Ellen Kampinsky, and creative director Tim LaPalme.
Founded in 1936 as Consumers Union, Consumer Reports is an independent, nonprofit magazine that serves over 4.5M readers monthly, through unbiased product testing and ratings, research, journalism, public education, and advocacy.
Although Consumer Reports is best known for its product reviews, the team recognized that the organization’s lesser known but highly influential advocacy work and focus on consumer empowerment was an unique asset that would resonate with a broader audience.
Seeking to make the publication more accessible and attractive, to an audience of new readers, Brainard and Grandjean brought on board Martha Stewart Living and Brides alum Mary Cahill as a consulting photo editor.
Together the team started to rethink the editorial voice and shape the content to help create a modern publication that embraces its history and looks toward the future without alienating its core-audience.
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