Fresh From The Field — The Spinoff Covered – By Daylight
Fresh from the Field is a weekly article series sharing the fresh and inspiring work of our Design Assembly community.
From artwork covering stolen hams to wealth inequality, Daylight Creative walk us through the creative campaign, The Spinoff Covers.
Want to submit your own work to Fresh From The Field? Fill out the FFTF form here.
Typically, one of the most iconic parts of a top magazine is its cover. But what if you’re a magazine that can’t have one?
The Spinoff, one of Aotearoa’s leading digital magazines, wanted a campaign to celebrate its favourite stories of 2022. One that fully captured its iconic tone, hot takes and wide-ranging coverage across the motu that would live outside its digital walls.
The Design Response
In collaboration with some of the country’s leading illustrators and designers, we created The Spinoff Covers: The covers it would have had… if it had a printed cover.
Building on the ‘Aotearoa Published Daily’ brand platform launched earlier this year, the project features crafted, reimagined front imagery from 12 of the year’s favourite articles.
From stolen hams to wealth inequality and acerbic parliamentary analysis to the humble superstar of Matariki — each artwork has been meticulously designed to emulate that of a printed magazine cover.
Working with our internal craft department and a number of local commissioned creatives, each piece explores type, iconography, photography and design to truly encapsulate each story and intrigue further reading.
Launched across print, outdoor, digital and social, the campaign was the first of its kind and a true celebration of The Spinoff’s journalism that encapsulates the Aotearoa we know and love and the one it continues to interrogate — on the daily.
The Design Team
Charlie Godinet – Creative Director
Toby Morris – Creative Director
Kristen Morris – Client Services Director
Bel Hawkins – Senior Copywriter
Ben Davidson – Senior Art Director
Lauren Stewart – Senior Designer
Ezra Whittaker-Powley – Senior Illustrator
Antalya Atkinson – Producer
Sophie Tse – Junior Motion Graphics Designer
The Client Team
Toby Morris, Ezra Whittaker-Powley, Lauren Stewart, Sophie Tse, Tim D, Lena Lam, Alex Botwin, Mark Gee, and Munro Te Whata.