Adobe Magazine for Creative Professionals

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	EDITOR'S NOTE		02
COVER STORY	WHEN TURNING PAGES BECOMES A TRIP		03
		An unwavering pursuit of creative freedom has given birth to artsy niche magazines like Theme and Clear.
FEATURES	CREATING MORE WORLD		09
		On nikeair.com, Big Spaceship created more than an interactive website. They created interactive wonder.
	NATURE'S LIGHTROOM		13
		Ten photographers, under the spell of Iceland’s golden light, discovered its breathtaking beauty.
	CREATIVE PERSUASION: THE RISE OF BRANDED ENTERTAINMENT		17
		“Branded entertainment” is popping up everywhere with a surprisingly understated presence.
COLUMNS	FONT & FUNCTION		21
	Why Darka is like a German Black Forest Gateau and other musings from typophile Thomas Phinney.
	SCOOP		22
	Mac users: Adobe has some great news just for you.
DEPARTMENTS	About this issue		23
	Feedback		23

Breaking Free
On the pages of Theme magazine, high-brow and low-brow subjects interplay with one another like alternating beads on a necklace—skateboarding and lost language, fashion design and tattoos. This contemporary Asian culture quarterly centres each issue around a theme like Skin, Performance or Siblings. “It’s a mix of who we are,” says Jiae Kim, who founded Theme with husband John Lee. Although both have design experience, their backgrounds diverge from there. Lee was a professional BMX racer and graffiti artist (read: low brow), while Kim delved into art, history and literature (read: high brow).

“We started out with all the disadvantages,” says Kim. “We didn’t have a lot of money or financial backing.” But the creative freedom they had was much more valuable. And this unbounded imagination continues to reign supreme today. “We have full control over what we write about, how we lay out the story and how we juxtapose that story to typography and photography. It’s the kind of power we exploit to our full advantage.”

Transforming Print to Web
While Lee and Kim can intuitively walk the path to creating a quality print magazine, they’re now in the midst of stepping from one stone to the next to create an equally dynamic web-based version of Theme magazine. “It will be synergistic to the kind of stories we tell in the magazine,” says Kim. “But the content we’re going to put online is different than the print issue because the way people interact with this medium is different.” With new features like a blog collective, where readers can contribute content and news, Theme online will be much more than an interactive version of the print issue. It’ll be a complete redesign specially tailored for a web readership. And it’s the kind of challenge that thrills Lee and Kim.

Here's How They're Doing It

To make the transformation from print to web, Lee and Kim are considering a variety of interactive techniques and employing a wealth of design tools, including:

Tagging and exporting content from print to web templates. By employing Moveable Type, content can be moved from Adobe InDesign CS2 into Adobe GoLive CS2 templates.
Find out more about Moveable Type.
Resizing existing designs for the web—without losing fidelity. This process is being helped along by placing native graphics from Photoshop CS2 as Smart Objects in the new GoLive layouts.
Learn how to build web pages faster using Smart Objects.
Designing new, web-specific content and optimising images. New layouts are being designed in Photoshop CS2 and images are being prepared and refined for a web environment using ImageReady.
See how Photoshop CS2 and ImageReady work together.
Developing content for cell phones and PDAs. To deliver content to a variety of mobile devices—without having to rebuild it for each new device— Theme is using Macromedia Dreamweaver and Flash Professional 8.
Learn about the new mobile features in Flash Professional 8.

“This is a tremendous opportunity for us to define who we are online and create a unique presence,” says Lee. “We haven’t actually done a lot of websites, but we’re not very fearful.”