So How Expensive Was the 02138 Redesign?

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A few days back, we reported on the news that the Harvard/NYC-focused magazine 02138 was hiring two industry icons for a complete redesign, George Lois and Pentagram‘s Luke Hayman. Our old pal and former coworker Dylan Stableford got to thinking about said facelift and these major hires at the helm of the project and wondered just how much such an undertaking would cost. Would it be, he asked, “The Most Expensive Regional Redesign Ever?” Turns out, not many people wanted to answer that question, including 02138’s owners. However, never one to back down, the legendary Roger Black wasn’t afraid to guestimate, putting the whole redesign at around $120,000.