CREATE SPOTLIGHT INTERVIEW BY HOLLY STUART HUGHES
In 2010, Chris Isenberg, Kimou Meyer and Aaron Amaro, three friends and colleagues with a
variety of business experience, founded the creative studio Doubleday & Cartwright. They started by
providing creative services to sports-oriented clients such as Nike, ESPN and Red Bull, as well as No
Mas, a clothing company owned by Isenberg. But Doubleday & Cartwright has expanded in its four-
year history: It now has offices in Brooklyn, New York and Venice Beach, California, and has produced a
variety of marketing and creative work for Converse, Carhartt, Jordan Brand, Nissan, American Eagle
Outfitters, GE and other clients. The studio has also been tapped to collaborate with other agencies,
including Saatchi & Saatchi, AKQA and Wieden & Kennedy, and launched a biannual, 11 x 17-inch newsprint publication on sports and
culture called Victory Journal that publishes images big. The publication has few ads, but a high cover price. The goal, according to co-
founder Isenberg, is to produce a “high cost, low volume” product that is also beautiful.
Co-founder and creative director Aaron Amaro tells PDN about how Victory Journal assigns and designs its photo-heavy stories for
both the print publication and victoryjournal.com. A graduate of Art Center College of Design in Pasadena, California, Amaro worked as
a designer and art director at studios and agencies including The Valentine Group, Wolff Ollins, Euro RSCG and Ogilvy & Mather before
he co-founded Doubleday & Cartwright and Victory Journal.
THE BIG PLAY
PDN: What’s different about the way Victory
Journal covers sports?
AA: It’s more experience-based than
statistics-based. There aren’t a lot of people
doing this in the sports category: People who
see sports as more than statistics and betting
and the Super Bowl.
PDN: How did Victory Journal start?
AA: It’s something [co-founder] Chris
Isenberg always wanted to do. We’ve been
working together for about seven years.
We started a creative agency, Doubleday &
Cartwright, built around sports, in 2010,
and we gradually built it into a larger
multi-disciplinary studio [offering] creative
services for clients. That’s how we’ve funded
It’s a perfect marriage of our interests.
Chris was an aficionado of sports and I
came from the love of old communication,
old graphic design, new graphic design,
ABOVE: Cover image and an inside spread from Victory Journal’s 12-page feature on a match between the Liverpool and Everton football clubs, one of England’s longest
running rivalries, photographed by Nils Ericson. INSE T: Aaron Amaro, co-founder and creative director of Victory Journal.