Cascadia Magazine

Layout • Typography

SKILLS…

Layout, typography, art direction, photography, brand cohesion, organization of large files

TOOLS…

Photoshop, Indesign, Illustrator, Canon Rebel t5i

DELIVERABLES…

A complete and comprehensive 80 page magazine, printed.

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I am ultra passionate about the outdoors, especially our beautiful Pacific Northwest. We have EVERYTHING fun you could imagine to do, and more. There are never-ending places to explore, and a ton of people who share the same excitement and passion. There is a nickname for our region called Cascadia. Cascadia is a bioregion expanding from the southern tip of Alaska, all the way down the West coast of Canada, into the U.S., reaching Northern California. This “bioregion” simply put, is the idea that this area is geographically, culturally, economically and environmentally distinct from surrounding regions.

Playing off of this concept, I created Cascadia Magazine. It features different adventures and outdoor activities in areas of the Cascadian bioregion. This particular issue focuses on the states of Washington, Oregon, and Idaho.

This process took a total of about 4 months. It started with researching, curating articles and photos(some of my own, others sourced), developing the brand, style, and flow, and then into executing the final product. The focus of this project was attention to macro and micro typography, producing a large scale production, and utilizing a cohesive brand style and flow throughout the entire layout.

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The magazine has the flow of any magazine you would read yourself. The ‘front of book’ section features the masthead page, table of contents, interviews, and short articles.

The feature well section holds the main feature stories. Cascadia highlights two distinct sections in the feature well—”For the Scenery” and “For the Adventure”, which caters to different audiences looking for something to do outside. “The Palisades Lakes at Mt. Rainier National Park” and “Explore More in the San Juan Islands” are both examples from the two different sections of the feature well.

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Each article also holds a custom illustrated map to the site with tips and other relevant information. The ‘back of book’ holds several short articles and a resources page for the reader.

See The Process

I gathered my research and drew out a few user profiles. This magazine is targeted toward ANYONE who loves the outdoors and is ready to get inspired, read about these places, and go start exploring!

One of the most important parts of the process was at the beginning, by defining the brand concept. After lots of feedback and iterations I had determined the brand concept: CASCADIA Magazine: An inspirational guide to exploring the Cascadian Bio-region.

From here, I developed my moodboard and user profiles, to gain set the appropriate tone targeted toward my audience.

I chose Avenir Light as the typeface for my body copy. It’s friendly, easily readable, and a more modern, sans serif typeface. I then chose a series of headlines to be used throughout the magazine to be used for different articles. Patagonia was my primary headline — big, structured, bold letters, yet a little quirky. My secondary typefaces all used some sort of combination of structure, playful, inviting, with contrasts of bolds and thin lines structures between them.

I chose my main color palette of blue and green to match what we already associate with. Then I chose a series of colors to accent throughout the magazine, and to be used in different articles.

The photography used needs to be fun, inspiring, and captivating.

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I began doing a word association list and started sketching out logo/masthead ideas for the magazine. My final product was a grungy bold text, with the symbolic tree and mountain symbol to live along side of it. The colors are all reminicent of the waterways, forests, and mountains.

After the look and feel for my magazine had been hashed out, I started the layout process by creating a flatplan. This one is somewhat simple, but helped me to determine where large photos would go, what pages needed ads, how long the articles should span throughout pages, and overall helped me to gain a sense of flow and balance.

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I printed out several pages of a grid. I quickly and very roughly just scratched out quick layout ideas. Then I went through with a highlighter to highlight different areas such as headlines, photos, ads, and body copy. This helped me to get a feel for balance as well as to get my brain in motion to think quickly, yet think smart and what would be best for the article.

I did this process for each and every article and it really helped to get a start on the layouts.

The next step of the process was to take the layout and throw it into a rough draft on the computer, and from there refinements. In the refinments draft, I spent a lot of time adding in captions, credits, and placing photos and body copy where it should be.

The final draft was micro-type refinements such as balance ragged lines, fixing “runts”, “orphans”, and “widows” and final details such as alignments, and changes from critique. Each article required sharp attention to detail.

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