Cover Art Direction
Regional Brand Localization
Forbes is one of the world's most influential media franchises. The challenge was making it feel relevant to a local audience. Working within the visual and editorial framework of the franchise, there was room to interpret rather than replicate. Each cover worked within the Forbes identity while pushing against its edges.
The Challenge
Adapt the visual language of Forbes to the realities of the Argentine and Latin American business landscape, to reflect local personalities, cultural nuances, and regional perspectives.
The Work
The work focused on interpreting through a Latin American lens. Each cover worked within the Forbes identity while pushing against its edges. Across Argentina, Uruguay, and Paraguay, the work demonstrated how a global editorial brand can remain consistent while still speaking authentically to local audiences.
A Story Behind Every Cover
The story was about Argentina's economic crisis and a currency nobody wanted. A real one-peso coin, nearly worthless, was physically glued to the cover of every printed copy. The cover was picked up by major outlets and became one of the most talked-about issues in the magazine's history. Recognition from readers, press, and stakeholders.
Life in Zoom.
This cover was built entirely from real Zoom screenshots. Hundreds of faces assembled into a grid that fills the page from edge to edge. The sheer number of tiles communicated scale, while the glimpses of home offices, kitchens, and living rooms gave it intimacy. A testament to how millions of us were actually living.
Reading the Room.
Two founders, their HQ, and a straightforward executive shoot for a story about the newest tech unicorn. Then Pace and Woloski picked up ping-pong paddles, and the cover changed. That moment of spontaneity said more about who they were than any posed shot could have.
Look for The Golden Arches.
The M printed on McDonald's cup was impossible to ignore, it was a headline waiting to happen. A perfect example of image and type working together. A nod to the reader, a witty blink.
Ten years of Forbes. A Cover System That Holds Across Time.
The Newsroom Wall
Creative Freedom.
In the early years, international editions enjoyed greater creative freedom to interpret the Forbes identity, allowing us to develop a fresher, more energetic visual language that made the brand feel more contemporary and approachable.
Now on Newsstands :)
