Work

CREPE CITY issue 04

CREPE CITY magazine issue 04 10.jpg

Sneakers. Collecting. Culture.

CREPE CITY is Europe's largest sneaker festival. With a dedicated following attending their every event in the UK, as well as a vast online fan base that exceeds 300k.t

CREPE CITY Magazine serves a set of purposes – to take the CREPE CITY brand name beyond its current circles, to educate the current audience on the histories and stories behind the sneakers and brands that they love, and to give brands a new means to market to that audience in a way that goes deeper and lasts longer than social media.

Through studying CREPE CITY as an event and community we distilled its core values of sneakers, collecting, and culture, placing them at the very heart of this project. Issue 03 sees the magazine continue to develop and grow, with the most substantial changes to date, both in the magazine and behind the scenes. One thing remains the same: to explore the cultures surrounding sneaker collecting through high quality long-form content.

A Continued Design Language

Building on the new design language introduced by issue 03, issue 04 looked at the ground rules that we set out, strengthening and questioning them through the layout.

Now familiar with our larger format, we looked to further experiment with it's potential while continually aiming for an enjoyable reading experience. This issue introduced new print techniques to our covers, from colour-correct neon Pantone inks to represent certain parts of sneakers, to our "touch and feel" Nike Air Vapormax cover.

Once again, we partnered with Colophon Foundry, working closely together to bring a considered selection of their typefaces to the magazine.

CREPE CITY issue 03

Sneakers. Collecting. Culture.

CREPE CITY is Europe's largest sneaker festival. With a dedicated following attending their every event in the UK, as well as a vast online fan base that exceeds 300k.t

CREPE CITY Magazine serves a set of purposes – to take the CREPE CITY brand name beyond its current circles, to educate the current audience on the histories and stories behind the sneakers and brands that they love, and to give brands a new means to market to that audience in a way that goes deeper and lasts longer than social media.

Through studying CREPE CITY as an event and community we distilled its core values of sneakers, collecting, and culture, placing them at the very heart of this project. Issue 03 sees the magazine continue to develop and grow, with the most substantial changes to date, both in the magazine and behind the scenes. One thing remains the same: to explore the cultures surrounding sneaker collecting through high quality long-form content.

A New Design Language

We went back to the drawing board for issue 03, looking to further distill what made the first 2 issues so good. Less is more, so we stripped out whole sections of content, including the sections themselves, and opted for amore fluid approach that gave a more natural and comfortable flow to the magazine.

A new larger format allowed our beautiful content to shine, as well as giving the magazine more presence on the news-stand and a more comfortable reading experience.

We partnered with one of the UK's most exciting type foundries, Colophon Foundry, working closely together to bring a considered selection of their typefaces to the magazine.

Content Content Content

At the end of the day, what is a good magazine if not for it's content? We love good design, but it's wasted if it's not supporting exceptional content and issue 03 was no exception, continuing to work with a selection of incredible talent.

CREPE CITY issue 02

Sneakers. Collecting. Culture.

CREPE CITY is Europe's largest sneaker festival. With a dedicated following attending their every event in the UK, as well as an ever-growing online fan base that exceeds 300k, how could they expand further?

CREPE CITY Magazine serves a set of purposes – to take the CREPE CITY brand name beyond its current circles, to educate the current audience on the histories and stories behind the sneakers and brands they love, and to give brands a new means to market to that audience in a way that goes deeper and lasts longer than social media.

Through studying CREPE CITY as an event and community we distilled its core values of sneakers, collecting, and culture, placing them at the very heart of this project as the three sections of the magazine.

Issue 02 sees the magazine develop into full artwork covers, putting to use the same grained textured used on issue 01, while also adding an embossed logo that is finished with a spot UV.

A new standard.

The sneaker world needed shaking up. Independent publishing is flourishing and bringing a new level of quality to magazines, especially in fashion and lifestyle. CREPE CITY Magazine brings those qualities to the sneaker community, setting a new standard in a market that hasn't seen substantial change in publishing for decades.

Designed for a modern reader.

The social media generation have a hunger for information and premium imagery. Instagram fulfils this hunger almost entirely on its own, but that doesn't mean that this generation are only interested in super short-form content via their mobile.

With our content being predominantly long-form, the design and layout of CREPE CITY Magazine had to be unthreatening without belittling its audience. Wise use of white space and larger type ensure that the reading experience is one of comfort, while spreading content over a substantial amount of pages ensured we positioned ourselves as far as possible from the usual cramped design of sneaker magazines that breeds a feeling of chaos.

We know that this audience enjoys long-form content. We also know that they don't want it to feel like a labour to read it.

A timeless reference tool.

One of our main priorities with CREPE CITY Magazine is to position it outside of the fast paced world of online news. To take advantage of the physicality and permanence of a well produced magazine we ensured the content is as interesting to read in 5 years as it is now.

Taking this concept a step further, we created Archive. Found at the heart of each issue, Archive shines a light on one collector's personal highlights from their own collection, displaying roughly 50 pairs in an encyclopaedic fashion and printed on highly textural off-white uncoated paper stock to give it that book feel. You'll find nothing but archival photography and key information in this homage to the geekiness of sneaker collecting.

Issue 02 showcases over 50 pairs from Steve Van Doren's personal collection.

The CREPE CITY audience has a passion for collecting sneakers and we wanted to ensure the magazine became a part of that passion for collecting.

CREPE CITY issue 01

Sneakers. Collecting. Culture.

CREPE CITY is Europe's largest sneaker festival. With a dedicated following attending their every event in the UK, as well as an ever-growing online fan base that exceeds 300k, how could they expand further?

CREPE CITY Magazine serves a set of purposes – to take the CREPE CITY brand name beyond its current circles, to educate the current audience on the histories and stories behind the sneakers and brands they love, and to give brands a new means to market to that audience in a way that goes deeper and lasts longer than social media.

Through studying CREPE CITY as an event and community we distilled its core values of sneakers, collecting, and culture, placing them at the very heart of this project as the three sections of the magazine.

A new standard.

The sneaker world needed shaking up. Independent publishing is flourishing and bringing a new level of quality to magazines, especially in fashion and lifestyle. CREPE CITY Magazine brings those qualities to the sneaker community, setting a new standard in a market that hasn't seen substantial change in publishing for decades.

Designed for a modern reader.

The social media generation have a hunger for information and premium imagery. Instagram fulfils this hunger almost entirely on its own, but that doesn't mean that this generation are only interested in super short-form content via their mobile.

With our content being predominantly long-form, the design and layout of CREPE CITY Magazine had to be unthreatening without belittling its audience. Wise use of white space and larger type ensure that the reading experience is one of comfort, while spreading content over a substantial amount of pages ensured we positioned ourselves as far as possible from the usual cramped design of sneaker magazines that breeds a feeling of chaos.

We know that this audience enjoys long-form content. We also know that they don't want it to feel like a labour to read it.

CREPE-CITY-Magazine-issue-01-8.jpg

A timeless reference tool.

One of our main priorities with CREPE CITY Magazine was to position it outside of the fast paced world of online news. To take advantage of the physicality and permanence of a well produced magazine we ensured the content is as interesting to read in 5 years as it is now.

Taking this concept a step further, we created Archive. Found at the heart of each issue, Archive shines a light on one collector's personal highlights from their own collection, displaying roughly 40 pairs in an encyclopaedic fashion. You'll find nothing but archival photography and key information in this homage to the geekiness of sneaker collecting.

The CREPE CITY audience has a passion for collecting sneakers and we wanted to ensure the magazine became a part of that passion for collecting.

Dimensions Festival Annual 2015/16

Core brand values, printed.

We worked alongside comm•une to create a magazine for Dimensions Festival that embodied and expanded on the brand ideals and the initial mentality behind their beloved branding.

Utilising the same concepts that inspired the design of the original logo by Two Times Elliot, we broke the logo into its various elements and blew them out of proportion, allowing them to interact with the content in an organic way that gives the feel of dimensions throughout the layout.

Minimal and punchy.

To further embody the aesthetic of Dimensions Festival and its appeal to their audience, we reduced the colour palette to a few select colours inspired by the lighting found at the festival. Dominant use of the brand colour, crimson, ensured a strong connection to the Dimensions Festival brand and ideals throughout.

To further strengthen the identity of Dimensions Annual we opted for all images to be black and white. With current trends in photography associating black and white with quality and maturity, we felt this fit the target audience of Dimensions Festival perfectly. The removal of colour also encouraged the reader to bring the photos to life themselves, tying them into the experience within the photos rather than showing them someone else's experience.

Designed with budget in mind.

By utilising the minimal art direction and expanding its ideals into the print production we were able to vastly reduce print costs for this project. Tactful use of various printing techniques including two-colour sections within the magazine and a single-colour cover enabled us to keep costs low without sacrificing reading experience.

PUMA SS14 Lookbook

Themed, but in unison.

When PUMA approached us to create their SS14 lookbook they were clear that they wanted defined themes for each capsule collection. The collections had strong stories of inspiration, seemingly unattached to each other. We worked with the brand to find the thread that connected the entire season, ensuring that each theme had its own identity while sharing a distinct aesthetic across the entire lookbook.

Old meets new.

Spring/Summer 2014 saw a large trend for 1990s and retro aesthetics and we wanted to reflect that through every element of the lookbook, from photography and model poses to design. With a lot of brands attempting to replicate the retro look simply with styling, failing to execute on the details, we shot on a professional film camera from 1994 to ensure the shots looked of the era they were referencing and briefed the models with mood boards that referenced poses from iconic campaigns and sports catalogues of the time. Colour fades were added manually on set using gels rather than in post production to add to the retro theme while giving it a more contemporary edge.

An obsession for details.

We love details. Pulling references from iconic 1990s advertising and archival PUMA running catalogues and adverts we got inspired and saturated that inspiration into every detail from the layout to typography to copy writing to logos. We even reproduced vintage PUMA catalogue images with the current product. It would be fair to say that we obsessed.

The finishing touch.

How can you create a lookbook that obsesses over the pre-digital era without making it physical? You shouldn't really, so we didn't. Turned around at an unbelievable speed, we designed and printed the lookbook on premium uncoated paper stock ready for the SS14 PUMA press day.