The objective was to establish a new independent art magazine that felt contemporary, distinctive and enduring, while remaining accessible to an audience of artists, galleries, collectors and the wider public.

A key focus of the brief was developing a clear and highly legible design system that could support a range of content while allowing the artworks themselves to remain central. Rather than making graphic experimentation the focal point, the aim was to create a refined framework that gave equal weight to visual impact, readability and editorial coherence.

The editor wanted subtle shifts in tone throughout the publication, distinguishing the opening section, feature articles and interviews, and closing pages, while maintaining a strong and recognisable identity across the magazine as a whole. Drawing on many years of editorial experience, she brought significant insight into how readers engage with contemporary art publications and the importance of creating an intuitive, enjoyable reading experience. As an avid magazine collector, I was able to bring a broad range of references to the process and, together, we developed a close working relationship that encouraged open collaboration, experimentation and critical discussion.

Following numerous iterations, we established a design language that balances structure with flexibility. A consistent system of typography, colour and image placement provides cohesion throughout the publication, while still allowing each article to respond to its subject matter and maintain its own distinct character.
The resulting framework gives the editor and contributors the ability to shape each issue while preserving a strong overarching identity. The publication has been warmly received by the Aotearoa art community, with strong support from galleries and advertisers from its inaugural issue. Stockists quickly sold through their initial allocations, requiring additional copies, while thousands of online impressions through social media have helped establish the magazine as an important new voice within New Zealand's contemporary art landscape.

The success of the publication demonstrates that thoughtful, reader-focused design need not compete with the artworks themselves; rather, it can create the conditions for them to be experienced with clarity, generosity and impact.