Art Direction
at Scale

Between 2004 and 2011, a sustained body of international editorial work took shape for more than a dozen communication companies — Economy Survey Corporation, One World Communications, Vega Media, and others — whose clients included tourism bodies, regional governments, and investment agencies seeking coverage in the international press.

The final product had to perform inside mastheads with their own visual standards — indistinguishable from the editorial around it.

Each adaptation followed the internal logic of its host publication — the layout rhythm of a German weekly, the typographic conventions of an Italian broadsheet, the visual register of a Southeast Asian luxury title. Only the story stayed the same.

In the mid-2000s, the City of Madrid launched an international tourism push — targeting markets across Europe, Asia, and the Americas simultaneously. The brief required the same destination to read differently in every market: a different language, a different masthead, a different editorial culture.

The result appeared in German (Lufthansa Magazin, Bunte Magazin), Italian (Corriere della Sera), Mandarin (Tatler Shanghai, Economic Observer), Hebrew (Yedioth Ahronoth), Portuguese (Diário de Notícias), and English (Hello!) — eight editorial identities, one destination.