- The Verge
Case Study | The Verge for SB Nation
- Q: How do you define and capture the right look & feel for the dynamic editorial team behind one of the most eagerly anticipated new tech blogs in years?
A: Look back to the futuristic portraits of the technical revolutionaries of the 70's, and then make sure that everyone is going to be in the same room, on the same day.
On a hot, sticky day last August, we were invited to the offices of SB Nation on 5th Avenue in Manhattan, to shoot a complete set of portraits of Joshua Topolsky and the entire team behind one of the most eagerly anticipated consumer technology web sites to launch to date: The Verge.
The Verge is an authoritative and comprehensive source of news, reviews, journalistic features and product information covering the world of consumer technology, headed by Josh along with a roster of the industry’s leading writers and editors. The idea was to create images for the site that had a great ‘techie’ feel, inspired by the early advertisements for IBM and science editorials of the 70′s and 80′s – think pictures of Steve Jobs & Steve Wozniak in the garage – or early editions of Omni. But it was also important that these pictures retained the sense of the humor, as well as evoke the unbridled passion for technology that permeates everyone who is part of The Verge. You only have to listen to the irreverent Podcasts by Josh, Nilay and Paul to get a sense of what what drives the whole team.
Though everyone was already working on the interim site, This Is My Next, prior to the launch of The Verge, many, unsurprisingly, work remotely. The specific date for the shoot was chosen as it was one of the few days that everyone from the east coast, the west coast AND Europe was actually going to be in same room in NYC – some for the very first time.
With the brand new painted logos as the main focal points, the office was turned into a makeshift studio and photo portrait set. The props were sensational – vintage technical gadgets of all shapes an sizes, including a mint condition Apple Newton and some truly huge mobile phones. The choices for wardrobe were eclectic in the extreme – think MadMen meets Wired – and everyone managed to come up with their own individual look, even if that look was to look like they didn’t have a look.
We were humbled by the incredible response to the pictures once they launched. Due to popular demand, we posted hires versions of the group shot sized for screen. Click here for 2560 x 1440px and if you’ve got a 30inch Monitor, click here for the 2560 x 1600px