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HindustanTimes Sat,01 Nov 2014
Letter from National Editor, Design, Ashutosh Sapru
Ashutosh Sapru, Hindustan Times
February 21, 2014
First Published: 18:27 IST(21/2/2014)
Last Updated: 20:31 IST(22/2/2014)
Ashutosh Sapru

As a young man I remember feeling like a martyr whenever a friend or acquaintance would start off on the 'achievements' of their children.

So as I hold forth on Brunch on its tenth birthday, I hope, dear readers, you will be more patient than I was, for it is difficult to talk about Brunch and not feel something akin to a warm parental glow.

My favourite bit of course, is the 'delivery room' story. Brunch was a rushed baby. From the time it was thought up to the time Poonam conceptualised it and I worked on the form, it took us all of 14 days.

The new product was rich in content (has always been) but it was thin compared to others in the market. So much of the design challenge was to balance that thin look with a palatial feel that would do justice to the vibrant content.


http://www.hindustantimes.com/Images/popup/2014/2/BrunchCovers.jpg

The Brunch design never fell into the formula trap. Be it a cover on SRK or a one-pager on how men's habits have changed over the years, we always tried to do something different. Such was my paranoia that for the longest time I stopping looking at other magazines for fear it would mar those formative years when a product needs to develop its own identity.

Poonam is one of those editors for whom design is not decoration but a parallel story tool. This attitude alone helped Brunch design more than anything.

Then with senior colleague Anup Gupta's entry, Brunch gained another dimension. An extremely well-read journo and a complete techie, Anup encouraged us to adapt design classics to evolving consumer habits.

One solid example is the Brunch contents page developed by our youngest team member and dedicated Brunch designer, young Monica. It subtly mimics the growing trend of consuming a variety of topics off multiple platforms and multiple formats.

Like I said at the beginning, I can go and on and on about Brunch, but dear reader, all that you need to and want to know about Brunch is in its own pages. So, read on!


From HT Brunch, February 23

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