Art Direction | Branding | Layout | Web Development

Guide Web + Print Magazine

Pacific Northwest outdoor lifestyle magazine for outside of your 9-5

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My Role

Branding
Layout
Art direction (photography by Peter Hanson)
Responsive web development in WordPress

Overview

Guide Magazine is a Pacific Northwest outdoor lifestyle magazine for weekend warriors who work hard and want to play hard – but sometimes they need a guide.

Guide Magazine wants to tell the stories of those getting out in the Northwest while remaining accessible to individuals and families that are interested in exploring the beautiful PNW.

Weekend warriors want to know how to make the most of their free time.

Guide Magazine exists in a quarterly print magazine as well as a web magazine. The web presence is built in WordPress allowing the client to continually add new content that will be pushed to the homepage.

BRANDING

I developed the brand for Guide Magazine. I went through a brand exploration process that started with defining the Guide reader and developing a brand solution that best tells the Guide story.

I developed a masthead for the print and web editions of the magazine that remain consistent but have a unique expression of the brand. The print magazine is meant to be an archival reference that the reader holds onto and references when they are in need of outdoor inspiration. The print masthead is stable, solid, and lasting. The web masthead remains on brand and invites the user into the guide stories.

LAYOUT

The print magazine is fun and inviting. I chose Proxima Nova for the typeface throughout the magazine. The balanced, sans-serif typeface is easily read and communicates the accessibility that Guide offers.

The photo style is bright and engaging with the viewer being invited into the story and into the adventure with each shot. Images bleeding off the page give the sense of openness and freedom that comes with getting outside. While most of the imagery is curated from various sources, the Vantage Point imagery was art directed by myself and shot to layout by Peter Hanson.

I designed one issue of the print magazine which comes out quarterly. I also created additional covers so you can see how the Guide brand carries through different issues for different seasons.

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ART DIRECTION

I art directed the photo shoot for the Vantage Point feature article in order to create a unique feature spread that promoted the Guide story. I worked with outdoor photographer Peter Hanson to create a lifestyle shoot that still communicates a sense of exploration and adventure. I provided photo style mood boards as well as a flat plan as Peter would be shooting to layout. We ventured east to the desert to spend a weekend climbing and shooting – including a midwall shoot. The result are images that really communicate the aspirational but inviting Guide brand.

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WEB DEVELOPMENT

The website is built in WordPress to allow the client easy access to editing and adding content. I integrated PHP loops so that the client can easily categorize posts and have the latest content pushed to the homepage. This allows for the strong SEO and also gives the Guide readers regular access to new content.

The web presence in line with the brand and the print magazine, maintaining the engaging and accessible feel while allowing for various types of content to be continually pushed to the reader.

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