EVERGREEN
BRANDING + EDITORIAL DESIGN
DELIVERABLES
Magazine - 28 Pages
Brand Identity
PROJECT SCOPE
Evergreen isn't your typical fashion magazine; this publication focuses on sustainable ways to interact with clothing. Created in response to the overconsumption of single-use garments in recent years, this magazine strives to move the fashion industry from a linear model to a circular one because fashion should be evergreen. Covering topics from sustainable swaps to the acceleration of the fashion trend cycle, Evergreen aims to impart readers with one major takeaway: anyone can build a sustainable closet.
THE SOLUTION
In order to bring this idea to life, the Evergreen brand is associated with vibrant colors, geometric elements, and eccentric photography. The transparent elements used throughout the magazine mimic the goals of the publication; to be transparent and open about the effects of unsustainable fashion on our planet.
AWARDS
Honorable mention - IDA DEsign awards (2022)
WORK NATIONAL JURIED SHOW (2022)
GOLD STUDENT ADDY AWARD (2022)
THE MOODBOARD
The inspiration for the visuals in Evergreen revolves around monochromatic color schemes, eccentric and ethereal photography with an overall earthly tone. This gives the magazine a high-fashion feel while catering to audiences of every class status.
MASTHEAD SKETCHES
Evergreen means relating to or denoting a plant that retains green leaves throughout the year. I chose to name the magazine Evergreen to emphasize the goal of moving the fashion industry from a linear model to a circular one, as clothes should be kept in the fashion cycle and used for a long period of time. With this in mind, I wanted to play with the idea a rounded, sans serif masthead that had a friendly and earthly tone.
MASTHEAD DIGITIZATION
The masthead utilizes a flexible, rounded sans serif typeface, and incorporates a welcoming feeling by adding variation to the letterforms. I wanted to create a memorable masthead logo that is easily recognizable on the newsstands, and works well with any cover theme. I made a variation of the logo for the second-hand resell shop under the Evergreen brand called Ecogreen. The Ecogreen logo incorporates the iconic recycle symbol as a nod to one of the magazine's initiatives, the garment recycling program.
BRAND IDENTITY
The colors chosen for this brand have warm tones and names that correlate with the sustainable fashion industry. The typography reflects the rounded qualities of the masthead; the headline font is a rounded, playful serif with beautiful swashes and ligatures, perfect for elegant drop caps. The subhead font is a geometric sans serif to contrast the headline font. The body copy is a sharper, geometric serif that is easily legible.
COVER DESIGN
The cover for this issue of Evergreen has gone through a lot of refinement. The first iteration incorporates more of the rainbow color palette of the brand. With each progression, the color is taken away to emphasize the serious message of the feature story: Who Made My Clothes? In the final iteration, the woman on the cover is reaching up towards the "G" in Evergreen in clarity, drawing the eye up from the striking hand-done type.
CRITICAL REFLECTION
If I were to go back in time and start this project over again, I would want to take an approach to a wider target demographic. The final version of Evergreen is very feminine and soft; in the future I would like to incorporate content that targets a male audience or a wider age range. Since this publication was created to inform the masses on the sustainability revolution in the fashion industry, a larger audience would help me meet that goal.
