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  Thomas Carling
Professional/Personal Overview
  EDITORIAL DESIGN SPECIALIST: While I may have dabbled in menus, baseball cards, and congressional reports, my career has been built on magazines and books. Within those broad categories, I have extensive experience in creating consumer and B2B magazines, custom-content publications, and adult and children's non-fiction books. I've been published by Time Inc., Bedfrod/St.Martins, W. H. Freeman, Scholastic, D.K., and many others. I've recently added ebooks and digital publishing as well as website development and design to my roster of services. Several projects are in the works – contact me for samples. www.carlingdesign.com

Work Info
Art Director 25 Years
Graphic Designer 25 Years
Designer 25 Years
Books & Literature 15 Years
Education 15 Years
Sports & Recreation 25 Years
Total Media Industry Experience
25 Years
Media Client List (# assignments last 2 yrs)
W.H. Freeman (11+), Shoreline Publishing Group (11+), Asset International (11+), Beach Ball Books (6-10), Bedford/StMartins (6-10), Best Lawyers (6-10), Krames/StayWell-American Red Cross (1-2), Rodale Inc (1-2)
Corporate Client List (# assignments last 2 yrs)
Pace Law School (11+), Lutron Electronics (1-2), Marketing Matters (1-2), The Leadership Program (1-2)
Other Work History
Art Director, The American Kennel Club
Computer Skills
Mac OS 10, InDesign, Photoshop, Illustrator
Technical Skills
Photo research, photo retouching, compositing, color correction expertise, pre-press/print production savvy, press checks
Fully-equipped graphic design studio, proprietary FTP
See Website or contact directly.
Rick Resnick, VP Marketing Time/Fortune/Money/FSB: rick_resnick@timeinc.com
Alec Morrison, Director, Custom Content, Sports Illustrated: alec_morrison@timeinc.com
Jim Buckley, President, Shoreline Publishing Group: jbuckley@shorelinepublishing.com
Anna Palchik, Creative Director, Bedford/St.Martins: APalchik@bedfordstmartins.com
The American Library Association's list of Books for Reluctant Readers.
Freelancers Union, LinkedIn
Carling Design was founded on two important principles: 1. For Tom Carling to make a lot of money doing work he loves; and 2. To create great work fulfilling the vision of the creative directors, publishers, and editors who engage him. Im still getting the bugs out of the first, but have totally nailed the second. Were very proud of our on-time, on-budget record and our long-standing relationships with many of our clients.
Freelancer Availability
I freelance full-time. I am willing to travel regionally. I have a driver's license. I have access to a car.
Work Samples
(or browse below first)
(Cancer Research Institute)
CRI wanted to make a splash for their 60th anniversary and commissioned Carling Design to produce a 48-page commemorative magazine. Scott Laumann's cover art tells the story: CRI is the leader in cancer immunotherapy -- breakthrough treatments that utilize the body's immune system to fight disease.
(Pace University)
Pace Law School approached Carling Design to redesign and produce their annual alumni magazine. As well as creating a fresh, new look which reflected the school's recent rebranding, we implemented a clearer organizational structure and reduced the overall page count by more than 10%.
(Mercedes-Benz Club of America)
"The Star" is the official magazine of the Mercedes-Benz Club of America. Carling Design prepared this redesign in anticipation of an RFP for the design and art direction of the bi-monthly publication. "I didn't feel The Star went far enough to reflect the upscale, younger aura of the brand."
(Topps Co./Lucasfilm)
This 96-page, one-shot commemorative magazine celebrated the 20th anniversary of the original Star Wars movie.A prominent feature of the magazine was the use of sculpted text columns which helped to counter the boxiness of the many picture windows.
Special Advertising Sections  
ALM, the leading publisher of legal and financial periodicals, contracted with Carling Design to produce a special advertising section on leading women lawyers for "New York Magazine".
(Sports Illustrated)
Carling Design enjoyed a long-standing relationship with Sports Illustrated and created hundreds of special advertising inserts and over $250,000,000 in revenue from a pantheon of corporate giants. Here's a small sampling of the many exciting edit pages we provided.
(Sports Illustrated)
A magazine within a magazine, HomeOwner was inserted in Sports Illustrated subscription issues. This twelve to twenty-four page section ran five times a year in SI and featured a variety of original service and essay pieces on all aspects of home ownership and family life.
(Shoreline Publishing Group/Scholatic)
Scholastic called on Carling Design and SPG to redesign their kid's sports annual. We jazzed up Year in Sports with high-energy color and a fun, modular design that encouraged browsing. The result: sales in the first two months exceeded the avaerage annual sales of any previous edition. Score!
(Krames StayWell/American Red Cross)
Who knew babysitters could be American Red Cross-certified? Well apparently many parents do and they want the same level of protection at home, as at the pool. Krames StayWell asked us to design a manual that would attract and engage teens while they strive for the ranks of uber babysitters.
(Shoreline Publishing Group/Consumer Reports)
Many book packagers believe their proposals have a better shot if they can show, rather than just explain, what a book will look like. These are two comp spreads (of five) we were engaged to create for a pitch.
(Shoreline Publishing Group/DK Publishing)
DK has a successful formula for their series of visual dictionaries, and they wisely stick to it. That creates a challenge for designers to come up with exciting layouts while staying within the guidelines. Carling Design hit this one out of the park!
(Shoreline Publishing Group/Scholatic)
Book of Firsts packed a thousand stories into 320, two-color pages -- that itself may be a first. Carling Design came up with a jazzy design augmented by lots of commissioned and stock art. It paid off. BOF garnered a place on The American Library Association's list of Books for Reluctant Readers.
Corporate Marketing and Promotion  
(Pace Law School)
PLS's Environmental Law Department came to us to create a "sleek, white, minimalistic" look for their 12-page, annual report. To keep the design from lapsing into "sterile", we incorporated abstract cartography drawings throughout that depict the intersection of synthetic and natural landscapes.
ALM, a leading publisher of legal periodicals, asked Carling Design to show how we might redesign their annual "Law Student Recruitment Guide." Their goal was to escape the realm of a bland catalog for a well-organized publication with a friendly yet professional consumer magazine feel."
College Textbooks  
(W.H. Freeman/Scientific American)
This hybrid design--a blend of college textbook pedagogy and newsstand magazine journalism--is an attempt to engage students with compelling, real-life stories. Every chapter opens with a splashy, magazine-like spread and the airy layout and colorful art program draws students through the material.
(W.H. Freeman)
W.H. Freeman had a problem. It was time to redesign the best-selling college biology textbook in the country. How do you make it even better and protect your market dominance? Carling Design had some ideas. Now in it's 3rd edition, What is Life is still a best seller. Oh, and kids actually read it.
(W.H. Freeman/Scientific American)
Macmillan Education turned to us to bring our formidable experience with magazines and trade book design to bear on the fact that college kids don't read textbooks. This book evokes an edgy magazine vibe with unexpected colors, graphic touches, and a clean, accessible layout.
(Bedford/St. Martins)
Bedford/St. Martins asked Carling Design to take a page from our extensive experience with DK Eyewitness books and Readers to tackle this 1200-page, college-text survey of U.S. history.
Contact Info
  Thomas Carling
40 Dover Street, Ste 3R
New York, NY 10038

Tel: 212-393-9430  
E-Mail: tom@carlingdesign.com
Website: http://www.carlingdesign.com