Auxiliary Brand Refresh

Auxiliary Magazine is an indie music, fashion and lifestyle magazine focused on subculture. I identified key areas that needed improvement which set the foundation for my work and resulted in a new masthead and editorial layout system. Elements were re-designed to help photography take center stage. Gritty typography was developed to mirror content. A system of typefaces signals the various voices within the magazine. For example, the Editor in Chief's voice is visualized in Source Serif, while the band interview roll call is in Ingram Mono and so on. Sophisticated grid systems improved information hierarchy.

Refreshing the magazine's image realigned the brand with an evolving market. We created a comprehensive plan that includes decisions on design, content, tone, and messaging.