Everyone who is a content creator dreams of going viral online one day. But what actually happens on the other side, once your art is everywhere? This happened to EmDash when Beyonce & Jay Z blew up the image they used on the cover of a 2018 Kappa Kappa Gamma Magazine Cover with Meghan Markle.

Em Dash is Erin Mayes and Kate Collins met when they were both working for Pentagram Design in Austin Texas. Most mornings, Kate’s 1972 yellow International Scout broke down—and Erin offered the 5’11 Kate a tight ride in her Mini Cooper. 

Those Austin, Texas, commutes eventually led to a partnership in EmDash, an award-winning design agency, whose clients have included everyone from the National Geographic Society, Simon & Schuster, Texas Observer to Denison University, the University of Texas, and Harvard Business School.

Today, they talk to Maureen Harmon & Dan Morrell about that from Illustrator Tim O’Brien in an effort to avoid the expected—and what really happens when you get that Beyonce bump.

My Finest Work is a production of Dog Ear Creative and is produced by University FM.

On what makes a great magazine article

15:23 [Erin] Our ultimate goal is for the magazine to go to the bathroom. And if you can, with the cover, make it interesting enough that somebody wants to hold onto it and they want to make sure that they read it, like that is the goal. And however we achieve that goal is, how we go about it.

Why is print still important?

25:23 - [Kate] It's something that is you're not gonna skim it and just read the headline. You can actually sit and have a relationship with it. 

Alt quote on magazines & staying power

24:40 [Erin] It doesn't take any effort. Like when you get a magazine in the mail, it's there and it's in your hands and you're already a part of it. 

On working & doing business with your friends

04:58 [Kate] We had everybody tell us it was the worst idea. We had accountants and people be like, don't do this. If you value your friendship, don't become partners. And it was the best decision I could have ever made, she’s the best work wife ever. 

Storytelling through alumni magazines

10:07 [Kate] There are good stories in alumni magazines; why not push the boundary and make them so people actually want to pick them up and read them? So we're always trying to keep that in mind as we attack something, and then we love collaborating with other people.

Guest Profile:

• EmDash’s Website
• EmDash on Instagram

His Work:

• Tim O'Brien Works
• Apeshit Music Video
• Kappa Cover Art
• Image of Beyonce and Jay Z with Meghann Portrait from British Music Awards