Last November, Matt Petty was hired as the creative director at the Nob Hill Gazette, a monthly magazine with a circulation of about 82,000 readers in one of San Francisco’s most affluent neighborhoods. Known for its coverage of socially prominent, well-heeled and philanthropic Bay Area residents, the publication features news, celebrity interviews and topics relating to fashion, money and real estate. Matt was tasked with a weighty undertaking: Reinvent a magazine that hadn’t undergone a significant redesign since publication started in 1978. Here’s how Matt describes his approach to transforming the look and feel of the legacy magazine.
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