Kindly
Conscious living for
a male audience.
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Kindly is a seasonal publication created to widen the conventional audience of sustainability-focused magazines—and conscious living in general. Research has shown that men are less likely than women to care about living consciously, but that the proper branding can play a deciding role in shifting perceptions.
The bold interiors are designed to attract a masculine audience ages 21–35, and position the brand apart from the usual association of sustainability as feminine. Colorful cover images framed within a distinctive arch provide personality, with a structured header that lends journalistic sophistication.
Naming
Editorial Layout
Social Media
Bold
Cultured
Cooper BT
Sofia
Freight Text
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The magazine market as a whole tilts heavily towards consumerist lifestyles, and the few magazines that do promote conscious living are overwhelmingly marketed towards women. This creates a sizable opening in the market for Kindly to thrive and create new conversations.
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The wordmark is built on the typeface Jubilat by Joshua Darden, which was chosen for its warm, classic personality and high x-height to enhance readability from a distance. The corners of the letters were softened, and the modified “K” can be removed for use as a monogram.
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A versatile 12-column grid creates structure while allowing for diversity in every spread. Bold typography, compelling images, and bright colors were chosen to challenge the normally calm aesthetics associated with conscious living.
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