IDS was contacted by a previous client to produce a new concept of a magazine pitched at a particular male demographic. The brief given was to use existing artwork taken from various publications and redesign them into a new magazine including a new masthead. All the original files were delivered to the IDS Studio where they were stripped apart and re-configured to all look like the one magazine. IDS produced an actual working publication and delivered it to the creative team at Federal Publishing. The concept was printed into a mocked up magazine and used for pitching purposes.