When Height of Land acquired Mountain Flyer in 2018, I led a fast refresh to modernize the layout and bring it in line with Height of Land's other titles. Fresh typography, a tighter grid, a cleaner cover system.
For the 20th anniversary in 2025, we went further. The goal was to make Mountain Flyer feel less like a newsstand title and more like something readers keep. We redesigned it as a large-format publication. Open, the spread runs more than two feet wide. Heavy stock. Lower ad density. Built to be held onto.
That format change drove every other decision. Grid systems, feature templates, departments, and image treatments all had to be rethought to work at that scale. The same system extends into social, subscription marketing, and event environments wherever the brand needs to show up.
