A local marketing team needed branding, promotional images and previews to get funding for a new rock climbing magazine. The magazine needed to be modern yet approached for all audiences. The team requested rich imagery, bold typography, and consistency across multiple platforms. Using Illustrator and InDesign, I created a package consisting of a new logo, a sample magazine cover, and an interior spread layout adapted for both print and digital (iPad and iPhone).
Ascend means to go up or climb. It also means to rise through the air. I wanted to capture the idea of movement and lightness that the word embodies in my design of the magazine. The layout is clean and modern. I used negative space as a contrasting background to draw attention to the striking images. The images and text thus serve to also guide the reader through the pages, creating flow and movement in the layout.
For the magazine logo, I chose a geometric typeface for a strong, clean look. The letter ‘A’ is very angular and is in the shape of a mountain peak, creating movement by directing the eye upward. In anticipation of recurring future issues of the magazine, the logo was designed to adapt to the changing themes. The color element of the letter 'A' can be color picked from the cover, creating a connection between the content and the brand. It can then be used as an accent color and to depict quotation marks for pull quotes, creating consistency across the magazine.
For the tablet and mobile versions of the layouts, I continued to utilize the negative space to create a feeling of lightness and movement. There is a sense of elegance and stillness that contrasts the dynamic nature of the sport, capturing the reader's attention and creating a new perspective and outlook on the sport.
Created using Adobe Illustrator and InDesign.