A large component of the design learning in the 3rd year is idea generation and concept development. In COMM 3610, we combine that with advanced-level typography and layout. Students focus on designing two, connected parts: a new typographic system and grid design for an article; and a visual pull that dominates the first spread. The design has to be based on a unique, well-written, appropriate, and defendable concept. The concept must demonstrate tension – it must be compelling and “exciting” in both idea and execution.