wood & water magazine

Concept
To create a magazine for people passionate about the preservation of Classic Wooden Yachts in the Pacific Northwest. Articles highlight wooden vessels and the endless work that goes into keeping them afloat. Committed to education, Wood  & Water includes articles on all aspects of boating such as knot tying, nautical flag guides, current boating tips, as well as age old techniques.

Tagline: For the Love of the Craft

Challenge
To create a high end visual aesthetic that is also relatable for the targeted audience. Finding the line between too modern, and current in order to appeal to our demographic of older and wealthier individuals interested in preservation.

Solution
Wood & Water feature articles highlight beautifully restored or historically maintained classic wooden yachts with large scale photos. Adobe Caslon Pro was chosen for body copy to appeal to our main user base. Headlines are presented in Avenir to contrast and draw attention to sections of text. Timelines that include boating illustrations break out common blocks of information to draw attention to key points in the the life of the boat. A five column grid is used to create white space and the opportunity to pull out key points in a long article. The grid layout coupled with the choices of fonts resulted in an esthetic look that appealed to the desired demographic.

Process
User research, competition, sourcing articles and photos, arranging photo shoot
Developing accurate personas to fit Wood & Water demographic. 
Typography, colors, illustration style, photography style
Column layout, setting up file in InDesign, designing feature articles, side articles, table of contents and cover.

Timeframe: 11 Weeks

My Role:
Concept/Research
Art Direction
Branding
Logo Design
Illustration
Layout
Microtypography

Tools: InDesign, Illustrator, Photoshop

Deliverables:
Research
Logo
Branding
Illustration
User Personas
Full Print Magazine
Online Magazine