SCRAG: Process
OBJECTIVE: The objective of this project was to develop and hone strong, innovative publication design skills. The objective of the final outcome was to create a magazine publication that speaks to a target audience – identified as fun and outrageous – while still adhering to strict publication design rules.
PROCESS: This project started with research on current magazines to find a space for a new publication. I created a magazine that I would like to read – funny, inappropriate and fashionable but not glossy in the way that is currently trending. I designed the branding, visual narrative and departments to feel spacious but not empty, to set the magazine apart from what is currently available in publishing. Finally, I decided to name my magazine after an insult in Australia – “SCRAG” – to give the magazine a sense of empowerment.
DESIGN SOLUTION: The final design solution was a medium format magazine printed on matte paper. The content and theme provided a humorous, crass departure form publications currently available while still looking clean and contemporary. After submission, I felt that the treatment of the department pages as well as the body copy type choices were a little forced and heavy handed, so I refined the design in those areas. I also went on to create an e-publication version of the magazine. This digital version maintained the humour and visual narrative that the printed version offered, but widened the market of people now able to access SCRAG.
