Client: Personal Project
Project: FRIENDS Publication
Context:
FRIENDS was conceived by Louis de Villiers and Mathew Keiser (Founder of Sol-Sol Menswear). The main outcome was to create a free, limited, printed publication that was without advertising in order to make more space for substance. The idea was to create an advertorial publication-template that we could then sell to brands to 'take-over'. The core concept was that we could create a series of brand-sponsored publications that were free, ad-free that provided context for content to speak to respective brand values and personality.
Action:
To create the first issue as a 'template' that we could then use to pitch for Issue 2 sponsors, we chose Sol-Sol to do the takeover for the first issue. This entailed a back page ad, feature fashion editorial and subsequent content inspired by the brand-direction. Being that Sol-Sol is a menswear label, we chose to theme the first issue 'The Male Daze' and featured male-centric content from South Africa, New York, London, Seoul and Hong Kong.
In order to fund the first issue and keep it free, we launched a kickstarter-campaign to raise funds. By providing limited edition FRIENDS clothing and artwork packages, we were able to fund the first issue and hold subsequent launch parties in Durban, Cape Town and Johannesburg respectively.
Role: Creative Director, Designer
As founder, I developed the concept for the publication series as well as the visual direction. I liaised with scores of photographers, writers, creatives and illustrators to facilitate content creation and provide creative direction. Once content was generated, I designed and laid out pieces for print. Further involvement included crowd-funding initiatives and event organising for nationwide launches.
Thanks.
