As senior designer at SAS Institute I took over the design of the in-house customer profile magazine. It was essentially full of industry specific stories about how SAS customers were implementing SAS software solutions. Let's be honest, it wasn't the sort of thing you'd see on the shelves of your local magazine shop. But it became my baby. I was sure the publication could achieve a kind of cult status if we really made it look great. Sadly the magazine stopped being published a long time ago but visually I think it does stand the test of time. The idea was to use close up, full bleed, images that were relevant to the customers business without using any corporate logos, or photos of offices, or any of the things typical of this sort of magazine. The photography for the issue featured here was by Calvin Dolley. The four leaf clover was a real one shot on a light box. It was essential nothing was faked.