We told you the what (BusinessWeek‘s redesign), the when (issue date: October 22nd), the why (busy, world-weary readers with broader interests and shorter attention spans), and the who (Modernista!), now get some answers to the all-important question of how. Mediabistro’s Noah Davis talked to Modernista!, the Boston-based advertising company that proudly proclaims itself “not for everyone,” and got the full scoop on the BW redesign in the new mb feature, “Hey, Hey, How’d You Redesign BusinessWeek, Modernista?”
BW editor Stephen J. Adler calls the new look “cleaner” and “more understated,” but to us, it succeeds in making the book more “global” in feel. It’s as if they’ve shifted the entire design eastward by about 90 degrees of longitude. OK, the first adjective we went for was “Euro,” but hey, that’s global, right?