At Hammock, we have a long tradition of adopting early any technology that improves our ability to create media and efficiently manage the production flow of highly complex publishing projects. We’re constantly pushing the edge on new ways to collaborate and design everything from magazines to the newest forms of digital media.

Video Sidebar: Editorial Director
Jamie Roberts discusses
the Hammock wall
and a time-lapsed view
of the ever-changing space.

But there’s one tradition we have here that is extremely non-technical — and very old school. It’s a tradition we’ll never give up — even though we already replicate the process digitally and online.

It’s the wall. That’s what we call it. And that’s what it is: A big wall with strips of corkboard tracking lining it from floor to ceiling. We know it should have a more clever name, but it named itself before any of us could come up with one.

The wall is where designers post proof-spreads of page layouts during the magazine production process. As people walk by the wall, the spreads just beg for comments and so there’s always a handy red marker nearby. The pages grow and soon, the wall is full — sometimes with two or more magazines being produced simultaneously.

At some point near the end of the process, a “Wall Meeting” takes place and the editorial and design team gather in front of the wall for a wide-ranging conversation about the flow and pace of soon-to-be-published magazine. Is something not working? Should something be moved? Is there a gap here? What can we do to make this stronger?

Conversations. Debates. An occasional argument. They’re all a part of the wall tradition. It’s is a part of who we are and how we work.

We’ll never tear down this wall.