The concept for the magazine uses two colours and stock to make it cheaper to print. The original design idea had a full colour photograph on the cover but after speaking to Evolution Print this was decided against.

The cover would contain a full bleed duo-tone image. The image depending on the prominent colour would (if this colour was too light) be in black and (if the colour was not too light) the image would be in that chosen colour.

 

The chosen colour, taken from the original cover image, would dictate the spot colour throughout the issue.

The spot colour would be the second colour used throughout the rest of the issue. Images would be duo-tone in either black or the chosen colour on a bright white stock.

The spot colour would be used on each page as either the colour of a duo-tone image, type colour or a overlay block of colour to add a different dimension to the publication.

Three different typefaces were chosen to be used in the publication; DIN Alternate Bold as the sans-serif and Didot Regular and Italic for the body copy.

For the mock-up issue some possible content was selected.

The chosen content was The Allotment Store, a high end alternative men’s fashion boutique in the heart of Leeds, Sol - the man behind The Allotment Store, Angelica - a rooftop bar and restaurant, Mrs. Atha’s - an artisan coffee shop and Narrating Objects - an exhibition on at Leeds City Gallery.