In addition to the art direction and design, I also developed the editorial tone and strategy. Our goal is to tell great nonfiction stories, from all eras and levels of the game, that use baseball as a lens through which to see the world.

The design aims to be well-structured but playful, with more of an artistic sensibility than a typical sports magazine. The typographic palette subtly recalls aspects of American design from the era of the game’s early heyday—while staying far away from faux-vintage pastiche. Instead it prizes readability, with a slightly literary feel, in line with the content’s tone. Similarly, the art direction balances archival imagery with fresh, original illustration, to appeal to fans of the game while situating it in the contemporary indie-magazine world.