Stage I
Sometimes our concepting begins with hand-drawn sketches. In this case, "sketches" were really indecipherable doodles comprehensible only to the initiated. Which really means we're too embarrassed to post them publicly. You'll just have to imagine.

Stage II
Once we knew which direction we were headed, we assembled our animal heads. Sometimes serendipity creates interesting visuals; we love the way the cat's eyes glare through!

Final
Back to business…which means choosing typeface, treatment, color, and composition. The faces and quote are funny and caustic enough that we wanted everything as straightforward as possible. We added a black rule above each line of type to make each line clearer and also unify it with its image above. The faces and colors draw the eye down the page and the bright blue of header and footer make a great endcap. Good ol' Winston—three cheers for pigs!