The cover of any magazine, like a well-crafted digital ad or a captivating web page, has a mission-critical purpose: to seize the reader’s attention and compel them to dive in.

As the publisher of an alumni magazine, I had seconds to capture that attention—while the reader was headed into the house from the mailbox or at the kitchen counter sorting their mail perilously near a trash can. I had to present the reader with something so magnetic that it wouldn’t just be glanced at but would earn a spot on the coffee table or the nightstand for a deeper read.

For a reader to grasp a concept quickly, every element—words, images, graphics—needs to resonate instantly. Words and pictures must act in concert, the content must be relevant and engaging. Above all, the reader must feel that this message, this issue, was made for them. Otherwise, the opportunity is lost.

Throughout my tenure at Indiana University Alumni Magazine, we were diligent in understanding our audience. Through readership surveys, mockup research, and post-publication feedback, we learned what truly resonated with our readers. And sometimes, what drew them in was surprising.

Here’s a glimpse of the covers I designed or directed over 35 issues as the art director or associate publisher—a visual journey through the moments when we got it just right.