“Each issue is themed, this one being ‘Labels’, meaning brands,” explains Willey. “The cover [shown below] is made up of brand strap-lines,” he continues. “I was interested in how these work without the brand names attached, how pervasive and powerful brands can be.” There will be three different colourways of the cover printed: black and white, black and gold, and black and red.
“It was a lot of fun but also a lot of hard work,” says Willey about the amount of freedom he was given.
“It is unusual for me to consider a magazine as a complete one-off, because usually we’re working on monthly, bi-monthly or quarterly publications which changes how you approach the design. I didn’t have to worry about how the next issue would work with these fonts and so on. I deliberately set up a template that had no furniture on it so we had to create each page from scratch. I have always been keen on not setting up any style sheets or rules in a magazine that get in the way of you doing exactly what you want with each page, and with this magazine there are none. A set selection of typefaces and the colour palette – red, black and white – and that’s it.”
Art direction: Matt Willey