• Add to Collection
  • About

    About

    This project was to do an effective redesign for a given magazine understanding its content, culture and target audience. Artra is a Sri Lankan b… Read More
    This project was to do an effective redesign for a given magazine understanding its content, culture and target audience. Artra is a Sri Lankan based English art magazine which is issued. Main purpose of this magazine is to create a platform for artistic expression. Artra was established with the thought of highlighting and promoting different art forms in and around Colombo. Artra covers a vast range of different art forms such as visual art, performance art, design and literature. Artra is mainly targeting creative professionals, opinion formers and art enthusiasts. Studying the content and the contributors of Artra magazine it is filled with energy and passion. Artra also provides the opportunity for artists to showcase their artistic expression, opinion and view promoting and emerging artists and their work. The main issues that this magazine had were the inability to reach readers who aren’t already aware of Artra and most importantly the look of the magazine is not reflecting its context or the main goal. Artra magazine had a very clean modern look; in my opinion which was too sophisticated for its target audience. Even though Artra mostly had a mature, sophisticated readership, studying the people who are featured in the magazine showed that they all share very rebellious, activist gene. According to this insight it is considered that redesigning the magazine in a way that would reflect the energy and the rebellious expression. The concept for the redesign is freedom of expression. Since Artra is Sri Lankan based magazine the new graphic language of the magazine is inspired by Sri Lankan activism; associating the visual elements of protest signs and public notice boards. Masthead is completely recreated using rough brush scrip to signify bold, spontaneous, expressive feel. The challenge was to create the masthead according to the new concept without losing the essence of genuine Artra logo. Since the faded-grey line in the middle of the previous masthead was removed (see fig. 3) the letter “R” is flipped horizontally in the new masthead maintaining the idea of reflection of the word “art”. Layouts are mainly prioritizing the art work and the special quotations by the artist drawing more attention to them. The magazine is used two primary typefaces. A dedicated custom-made type inspired by the masthead for headings and pull quotes and a san serif type for body copy. The width of the magazine is increased by 33mm while the height remains the same allowing one extra column instead of two. This allows more flexibility to play with the grid instead of having a compacted, content filled page. The cover contains at least one image from each article creating a texture while giving a sneak peek to the reader about what is inside the magazine. Read Less
    Published:
Masthead
Old   |   New
Masthead is completely recreated using rough brush scrip to signify bold, spontaneous, expressive feel. The challenge was to create the masthead according to the new concept without losing the essence of genuine Artra logo. Since the faded-grey line in the middle of the previous masthead was removed (on left) the letter “R” is flipped horizontally in the new masthead maintaining the idea of reflection of the word “art” (on right). 
Cover
Old   |   New 
The width of the magazine is increased by 33mm while the height remains the same. The cover contains at least one image from each article creating a texture while giving a sneak peek to the reader about what is inside the magazine.
New layouts - Article #1
Layouts are mainly prioritizing the art work and the special quotations by the artist drawing more attention to them. The magazine is used two primary typefaces. A dedicated custom-made type inspired by the masthead for headings and pull quotes and a san serif type for body copy. 
New layouts - Article #1
New layouts - Article #1
Old Layouts
Art Calendar
Primary ARTRA Typeface
 
Secondary Typeface
Final Execution
Final Execution