efficient - Sustainable Living Magazine

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OBJECTIVE

To design a new magazine incorporating a compelling editorial and branding solution. The magazine must engage the target audience and present a creative and innovative editorial idea based on a single proposition relevant to the subject. The overall design strategy must integrate corporate branding to form a cohesive approach.

CONCEPT

Efficient Magazine is an inspiration resource for living a more satisfied and self-supporting life. The magazine includes examples and instructions on how to re-salvage materials, grow a wholesome garden, and most importantly build a self-sustainable home. The knowledge shared in Efficient Magazine is a blend of ancient and modern technology, that provides the reader with the tools necessary to live “off the grid” and be more in-tuned with nature.

Efficient is a name that means achieving maximum productivity with minimum waste, effort, or expense. Inspiration for the nameplate comes from the saying “dot the ‘i’s and cross the ‘t’s” as the two ‘f’s and the two ‘i’s are all crossed with one stroke to signify efficiency. Additionally, the ‘t’ is not crossed with the other characters as it is a plus sign to indicate positivity and regeneration and could also constrict the word. Moreover, the nameplate is all lower case to suggest contemporary style and also to attract a younger generation.

The audiences that are most in tune with environmental impact and are looking for resources on how to make a difference are in the age range between 25 to 35 years. All the fonts used are sans-serif with rounded edges and organic lines suggest a natural and holistic approach that is inviting and easy to read. A natural colour palette of brown, blue, orange, and green gives the magazine a down-to-Earth quality so it feels genuine and appealing. The layout has a geometric feel to represent the natural occurring shapes in nature as well as to draw the eye in.

CLIENT

School Project - George Brown

DATE CREATED

April 2014