Showcasing human stories, M*3 is a bi-annual publication that challenges our definition of “work,” providing a platform for contemporary entrepreneurs to reclaim the narrative surrounding late-stage capitalism. M*3 reflects personal accounts of labor and speaks to a new era of the gig-economy.
Before starting to consider the aesthetic direction of M*3, I first wanted to consider the demographic in which M*3 would be marketed. To do this I did an intensive research audit of existing readerships held by competing print magazines. I then formed three personas which represented the primary archetypes discovered during that research. These personas allowed me to consider possible unmet needs which M*3 could cater to—ensuring that M*3's could tap into a niche in the market.
WHAT THEY WANT TO FIND:
LAYOUT INSPIRATION:
Improvised, eclectic, and busy. The layout structure pushes the reader to really look at the page. With oversized text, uneven columns, and a disregard for traditional layout norms—each page's style is as distinctive and remarkable as the subjects of the magazine's features.
MOODBOARD RECIPES:
TYPE, COLOR, ADJECTIVES:
ILLUSTRATION STYLE & GRAPHIC ELEMENTS:
To reflect the boundary-pushing tone of the magazine's content, I created illustrations and graphic elements which are punchy and experimental in nature. This is achieved in the graphics below by combining bold complimentary colors while also utilizing both 2 and 3D elements to disorient the viewer and thus spark interest.
PHOTOGRAPHY STYLE:
Photography that centers human subjects as its focal point, which reflects M*3's focus on human stories within its content. Mostly artistically staged imagery, with a slight somber-futuristic tone. This is achieved through photography mainly captured at night or in dim studio light. To maintain an overall eclectic feel in-line with the rest of the content, I didn't apply too much curation to my selection process, in hopes of it resulting in a tone which feel egalitarian and diverse in nature.
MAGAZINE
PROMOTIONAL MATERIAL:
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PROCESS
COMPETITIVE AUDIT:
To get a better sense of the current consumer experience, we audited some of the most popular e-commerce sites for purchasing sex tech products, with a focus on their use of identity-affirming language and imagery within their marketing.
CAMPAIGN AUDIENCE:
During our intensive market research we surveyed almost 50 sex tech consumers. Of those survey respondents 67% identified as Lesbian, Gay, or Bisexual, and 23% identified as trans or gender diverse.
"More sex toys for trans and non-binary people that don't mimic cishet sex."
-Anonymous Survey Responder
"I dislike packaging showing me bodies—they're always ridiculously sexualized and uncomfortable."
-Anonymous Survey Responder
DEFINING THE PROBLEM:
BRAND DIRECTION:
CAMPAIGN
"Real life models are what I feel sex shops lack the most, and it can really make a difference on what I buy!"
-Anonymous Survey Responder
"I would love to see more marketing tailored towards trans experiences and those of our partners."
-Anonymous Survey Responder
"An online sex shop that does not reinforce cis/heteronormativity would get my business for sure."
-Anonymous Survey Responder
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PROCESS
DEFINING THE PROBLEM:
RESEARCH FINDINGS:
THEMES OBSERVED RELATING TO USER:
The majority of our survey-participants are individuals who:
THE USER'S HIERARCHY OF NEEDS:
COMPETITIVE AUDIT:
To get a better sense of the current consumer experience, we audited some of the most popular therapy apps, with a focus on their accessibility and crisis/de-escalation methods.
USP / KEY VALUE PROPOSITION:
BRAND DIRECTION:
APP PROTOTYPE:
CONSIDERING OUR USERS:
CAMPAIGN
TARGET AUDIENCE:
"When my brain is spiraling in negative thoughts I often want to text someone, but I don't know anyone I feel safe talking to."
-Anonymous Survey Responder
INDIGENOUS PRIDE CAMPAIGN & DECOLONIZE YOUR WORLDVIEW
ROLES: ART DIRECTION, MOTION, PHOTOGRAPHY
STEAMY BEANS WOMXN OWNED COFFEE
ROLES: ART DIRECTION, PHOTOGRAPHY, BRAND IDENTITY
BIC 4-COLOR PEN, 50TH ANNIVERSARY CAMPAIGN
ROLES: ART DIRECTION, PHOTOGRAPHY, LAYOUT
BREAD & BUTTER BAND"PSYCHO WORLD" ALBUM RELEASE POSTER
ROLES: ART DIRECTION, PHOTOGRAPHY
YMCA WOMANS' BASKETBALL INFO-GRAPHIC POSTER
ROLES: ART DIRECTION, LAYOUT
DISAPPEARING SEATTLE POSTER & POSTCARD SERIES: BUSH GARDEN
ROLES: ILLUSTRATION, LAYOUT
COVID AWARENESS POSTER SERIES: THE WIRE, PANDEMIC
ROLES: 3D MODELING, LAYOUT
ATEN'S GLOW SKINCARE
ROLES: ART DIRECTION, PHOTOGRAPHY, BRANDING, MOTION
AUTHOR PHOTOSHOOT FOR 2020 VCU CABELL FIRST NOVELIST AWARD
ROLES: ART DIRECTION, PHOTOGRAPHY
DIGITAL BRAND IDENTITY FOR ALEXIS SABLONE IN PARTNERSHIP WITH CONVERSE
ROLES: ART DIRECTION, MOTION, WEB DEV
GREEN LAKE PARK WAYFINDING REDESIGN & INDIGENOUS ACKNOWLEDGEMENT