You hear so much about the "Word of God," it's easy to forget the need for it to look attractive as well. So the Nashville Tennessean showed some alert reporting in its newsfeature on a venerable poster company being tasked with a contemporary Bible translation.
Reporter Heidi Hall took an otherwise mundane announcement and made it into a solid, hybrid business-religion story:
The Common English Bible's Nashville-based distributor contracted Hatch to create new paperback covers showcasing three Scriptures — a fresh look for this Christmas giving season. The 2011 translation replaces anachronistic phrases with the language of today.
Its distributor's instruction to Hatch was frighteningly broad: Basically, just do that wonderful thing you do. But artist Amber Richards said she stuck with her employer's archive of text and picture blocks and asked question after question until her design emerged.
Hall, the reporter, spins the story several ways. She cites Hatch manager Celene Aubry noting that both the printer and the publisher, Abingdon, are venerable firms. "When the 225-year-old company wanted a fresh look, they came to the 135-year-old company," Aubry says.
Hall also stirs in a dash of history, noting that Hatch's first project was a flier in 1879 announcing a speech by the famous abolitionist Henry Ward Beecher, a Congregationalist minister. So, she says, the Bible project is a homecoming of sorts for Hatch.