mad

TITLEA collaborative publication for young creatives with the theme of Changes.

objECTIvEsour Goals:

• Working together, collaborating• To have a polished outcome that will add to our portfolio• To art direct, edit and manage a big project start to finish• To experiment with editorial design

+ Personal goals

Charlie’s Angels: a trio ready for action

Gym ClassMagazine:printed by the Newspaper Club.

click to play

Purpose

• The challenge• To entertain / interest • To investigate our theme Changes• To showcase our skills as well as the skills of selected young creatives

What a challenge!Man on Wire: Philippe Petit stepped out on a wire illegally rigged between New York Twin Towers, 1974.

Target Audience:

• Young creatives• potential employers

Profile:• 20 – 35 years old• Resident in cosmopolitan cities such as London, NYC, Berlin, São Paulo, Copenhagen

• Interested in the arts and popular culture

• Interested in seeing new things

Investigating our Theme

• How can we apply our theme in an interesting way to the publication, both to the design and the content?

Every issue of the magazine COLORS has got a different theme which the whole magazine is then built upon.

FoCUs

Images from Wallpaper’s Sex Issue.

Managing & Designing

• How will it work to both be managing all aspects of the practical work as well as all levels of designing and shaping the content?

Spreads from Petronio Associates magazine Self Service. Editor-in-Cheif & Creative Director is Ezra Petronio.

click to play

our Collaboration

• Our goal is to be equal collaborators on all levels, will that work all the way through?

• How can we push ourselves and our teamwork to new levels?

Another important trio.

“An art editor and editor need respect and love for each other, but they also need to be prepared to fall out, have sulks, get together… it’s a marriage.”Jeremy Leslie, Group Creative Director, John Brown Citrus Publishing.

CoNTEXTMaking a Magazine

Even though all three of us have interest in magazines we are all beginners in the publishing world.

• How can we make our magazine stand out?

• How can we make it interesting for our target audience?

“For the general public, magazines are one of the most noticeable manifestations of the art of graphic design.”Adrian Shaughnessy, Graphic Design: A User’s Manual

Important steps:

• Name & Masthead• Grid• Selection of Typefaces• Navigation system• Style, Colours, Artwork• Contributors, Content

on Art Direction:

• An Art Director needs to have a clear vision of the final outcome. Art direction also always involves directing other people.

on Commissioning Creatives:

• Let your creative suppliers know what you expect - but make sure you leave them the space to do what they do.

on Magazine Design:

• Learn to edit. Most of the time you are creating by distilling the best from other people’s raw material, so learn to edit your ideas, other people’s ideas, pictures and words and how they can be used in different ways and combinations on a page to tell stories and hold the reader’s attention.

Words of wisdom from Adrian Shaughnessy and Simon Esterson from Graphic Design: A User’s Manual.

Tabloid size magazines printed on newsprint: when does a magazine become an item you want to keep?

Spreads/Pages from various magazines that, visually interesting in one way or another.

“Don’t follow what other graphic designers are doing. Find your inspiration in other places, such as art, film, fashion, or history.”Eric Roinestad, Art Director, Flaunt.

“True inspiration needs to come from a sudden and unexpected source.”Adrian Shaughnessy, Graphic Design: A User’s Manual.

Inspiration from other sources other than magazines.

Move • Rethink • Progress • Develop • Turn around • Crop • Step back • Smile • Change hair colour • Wear something different • Eat something different • Extend • Contract • Observe • Read • Multi-task • Process • Build • Invert • Roll • Fold • Shorten • Cut • Disarrange • Splash • Drop • Open • Twist • Fire • Lift • Rotate • Dilute • Blurring • Layers • Seasons • Nature • Decomposition • Natural and Un-natural habitats • Getting older • Childhood /phases in life • Things which are faded • Sun damage • Shifting families • Melting • Loss/gain • Hidden elements • Preparation • Stages • Mortality/life cycles • Reincarnation • Surprises • Shock • Reflection • Not wanting changes • Physical changes • Travel • Globalisation • Conscious and unconscious changes • Tibetan sand paintings • Permanence • Control • Moving • Fashion • Maturing • Mixing things together • Developing • Make up • Fashion • Altering • Beauty • Trends • Recycling • Love • Technical • Nature • People • Nostalgia • Memories • Photos • Internet • Media • Chemicals • Brave/Courage • Seasons • Time • Patterns • Colours • Forms • Thoughts • Evolution • Knowledge • Languages • Getting older

PILOT RESEARCH

Move • Rethink • Progress • Develop • Turn around • Crop • Step back • Smile • Change hair colour • Wear something different • Eat something different • Extend • Contract • Observe • Read • Multi-task • Process • Build • Invert • Roll • Fold • Shorten • Cut • Disarrange • Splash • Drop • Open • Twist • Fire • Lift • Rotate • Dilute • Blurring • Layers • Seasons • Nature • Decomposition • Natural and Un-natural habitats • Getting older • Childhood /phases in life • Things which are faded • Sun damage • Shifting families • Melting • Loss/gain • Hidden elements • Preparation • Stages • Mortality/life cycles • Reincarnation • Surprises • Shock • Reflection • Not wanting changes • Physical changes • Travel • Globalisation • Conscious and unconscious changes • Tibetan sand paintings • Permanence • Control • Moving • Fashion • Maturing • Mixing things together • Developing • Make up • Fashion • Altering • Beauty • Trends • Recycling • Love • Technical • Nature • People • Nostalgia • Memories • Photos • Internet • Media • Chemicals • Brave/Courage • Seasons • Time • Patterns • Colours • Forms • Thoughts • Evolution • Knowledge • Languages • Getting older

Ideas Generation

NosTALGIA

GLobALIsATIoN

NATURE

Imagery that represent some of the meanings of changes.

STATE CHANGE

PERMANENCE

PIXELATE

Display Type

Transition • Transform • Re do • Re form • Deviate • Oh! You pretty things! • Illusion • Vivid • Chameleonic • Maddam • Circus • Lucid • Tweak • Endlessness • Kino • Heart • Paper Heart • Plan • FAD • Liebling • Now •

Name suggestions

Clockwise from top: Mikael Dahl, Douglas Minei, Tom Cole and Dominika Cecot

Contributors

• Douglas Minei’s article How does the reality of the graphic design industry compare to graphic design students’ expectations?

• Mikael Dahl, Photography• Dominika Cecot, Photography• Martin Wollerstam, Illustration• Romy Pocztaruk, Photography • Carol Bertier, Collage• Maria Madureira, Writings on Changes• Tom Cole, Illustration• Katerina Avloniti, Painting• Scarlett Hermon, Poetry

Martin Wollerstam

Carol bertier

Looking at different layouts of interviews. Email style, handwritten style, on top of an image or very plain and text heavy.

Layout Ideas for Interviews

Possible Interviewees:

• Richard Hollis• Marit Muenzberg• Studio Violet• Karel Martens• Joe + Jimmy• Name the Pet• Liselotte Watkins• The Little Friends of Printmaking

Melting type, changing images, showing changes in the layout, finishing pages that someone else started, having things continuing from one spread to another but slightly altered…

Ideas on how we mix our theme with our layout

oUTCoMEs

FormsMain Publication:

• Tabloid newspaper • Approximately 24 pages• Full colour

Possible special Inserts:• Screen-printed posters• Stickers• Mini-interview booklet

Technology• Digital Design• Mixed Content• Litho Printing• Screen-Printing

Materials & Media• Newsprint and Ink• Interesting paper stocks for inserts

• PDF files for printers

The outcome will be a beautifully designed publication printed on newsprint in a tabloid newspaper format with experimental hand printed inserts.

Newspapers on the press‘8’ Project Commissioned by the BBC and printed by Newspaper Clubhttp://www.flickr.com/photos/benterrett/

click to play

Appeal:• Accommodates Small

Print Runs• Low Cost• Co-creator Ben Terrett

is associated with our course

• Nominated for a Brit Insurance Design award

Printing Details

Details and restrictions:• The smallest print run for

colour is 500 copies.• They provide specific

guidelines for page sizes and image treatment

• They ask for their blurb and logo to be included in the publication

other Printing options:• Arts London News get

their paper printed for free through News International Newspapers, Could they give us an offer?

“We’re not about news or any particular form of content, we’re about ink on newsprint.”http://blog.newspaperclub.co.uk/

Variety of newspapers printed by Newspaper Club + Emails between ben Terrett and us about printing specifications.

Hmm but how does this relate to me?

I can pick up a newspaper easily with out the burden of weight or price associated with books or heavy glossies

The newspaper format is transient in nature and therefore suits the theme of changes

The special edition screen-printed inserts will make me feel like I have a unique, one of a kind publication

I am impressed by these students’ ideas, organisation and technical ability and want to offer them their dream design job

Hmm but how does this relate to me?

I am already interested in similar publications and am prepared to spend my money on such products

I spend time in the kind of places where such publications are distributed (student social areas, degree shows, specialist bookshops)

Forward Thinking

The show

Spreads on the wall and magazine sold in the show shop

Sponsorship & Funding

Who has young creatives as their target audience?

Fit with changes theme:• Lush Cosmetics• Body Shop

big Companies who can afford it:• Energy/Drink brands• Fashion brands

Retail & Distribution

Assuming the publication is finished to the standard we’d like it to be we would love to try and sell it. The ideal method would be through a creative youth network like the YCN or Jotta. Also specialist book/magazine retailers such as R. D. Franks and ArtWords stock similar publications. This would be a great way of getting our work out to a wider audience and hopefully securing interest for future issues.

Documentation

• Screen-shots• Printouts• Exhibitions• Inspirations• Photographs• Experiments

with mediums• Experiments

with processes• Interviews and

conversations• successes• Mistakes

Another outcome will be the documentation of the process and development of the project. We will insure that we thoroughly document both group and individual experimentation to ensure our personal experiences come through.

Things to document...

click to play

ACTIoN PLAN

Primary Research

• Visual audits of inspirational and competitive examples

• Focus Groups• observation

• Questionnaire on readers’ interests and expectations of a publication for young creatives

Secondary Research

• Books on editorial design• other people’s

reflections on producing their own magazine

• Advice on using Newspaper Club

• initial ideas and research

• initial contact with printers

• research contributors

• contact all potential contributors

• identify interview questions

• research sponsors and initiate

conversation

• arrange and execute actual interviews

• design universal elements

• divide tasks and sections

• do detailed prototype layout spreads

SCHEDULE

• continue communicating with one another,

tutors , printers (Newspaper Club), potential

sponsors/ retailers

• formulate polished prototype and do

primary testing with focus group of target

audience

• evaluate feedback and apply to design

• finalise design

• send to printers

• check proofs and print finals

• screen-print inserted poster etc.

• launch magazine! 4th June 2010

• prepare for show and distribute to retailers

BIBLIOGRAPHY

Books• Essentials of Visual Communication, Bo Bergström• The Production Manual, Ambrose/Harris• Layout, Ambrose/Harris• Graphic Design: A User’s Manual, Adrian Shaughnessy• Art Direction and Editorial Design, Yolanda Zappaterra• Typography, Ambrose/Harris• How to be a graphic designer without losing your soul, Adrian Shaughnessy

• Alexey Brodovitch, Gabriel Bauret

Magazines• Gymclass• File • Self Service • Idea• Lula• Acne Paper• Rodeo• Color• Cover• Love• Odisséia• French Vogue• Grafik• Flaunt• Fantastic Man• Pop• Exit

Internet• blog.newspaperclub.co.uk • gymclassmagazine.com/• cutandcole.blogspot.com• grainedit.com• blog.iso50.com• lolitas.se• non-format.com• ffffound.com• thisisamagazine.com• theselby.com• pdf-mags.com• klitorik.com• humus.nu

mmmaaaddd.blogspot.com