Trollback + Company Designs for Key: The New York Times Real Estate Magazine

Trollback Company Designs for Key The New York Times Real Estate Magazine
Trollb�ck + Company was recently contacted by Arem Duplessis, Art Director of the New York Times Magazine, to conceive and design a page for the inaugural edition of its new bi-annual real estate magazine supplement to the paper called "KEY", which launches on Sunday, September 10.

The New York Times invited seven artists, graphic designers, architects, and Trollb�ck + Company, to each come up with a visual based on one of their own personal keys.

Duplessis states, "Trollb�ck was the only motion graphics company we contacted because we were impressed with their work for the MetLife 'If' TV commercials.

The key they produced is a brilliant concept that separates nicely from the other featured work."

Joe Wright, creative director of Trollb�ck + Company, came up with the concept of giving the everyday object a scale that would reflect its importance.

He explains, "A house key's humble size belies its iconic significance.

For what it does, a key is amazingly small and insignificant.

But if we lose it, the effect can be overwhelming. Therefore, we decided it would be fitting to give the key a monumentality that is more in keeping with the architectural structure it's designed to open.

That led us to the idea of making the key itself more architectural."