CONCRETE
Print Design | Photo Compositing | Advertising
Objective
Create a print publication and advertisement for a magazine that promotes gallery exhibitions in the city of Toronto.

Challenge
With a dispersed art scene, it’s nearly impossible to be plugged into every opening in the city. How can a publication attract residents from diverse neighbourhoods to engage with art in other areas? Additionally, what consumer would most likely continue to subscribe to a print publication versus digital resources on the web?


Solution
Concrete is a monthly magazine subscription aimed at creatives, collectors and cultural institutions that curates a selection of stops by neighbourhood. The publication creates a palatable itinerary for gallery-goers to follow, acting as their concrete plan for seeing art in the city.


By removing the guesswork out of gallery-hopping, people gain back their transit time by being able to pick and choose predefined routes. The publication is modelled on the design of a coffee table art book, with full-paged images to entice book lovers to purchase a physical magazine that could be left out for conversation. In its out-of-home advertising, Concrete emphasizes the efficiency of having a resource that presents you with an action plan that is simple, effective and direct.

Wireframes establish visual hierarchy and layout, allocating space for a diverse array of content during the planning phase.

The magazine highlights artwork and installation images accompanied by gallery details and a simplified neighbourhood line drawing.
A table of contents and gallery map page outline the neighbourhoods featured in each issue.

Cover design invites visual continuity between the foreground and background of the featured image.
Full-paged images in the magazine spread mimic the experience of viewing a coffee table art book.
Advertising for the magazine directs consumers to the website where they can purchase their subscription.
Advertising for the magazine directs consumers to the website where they can purchase their subscription. The design of the advertisement allows for symmetry in both vertical and horizontal displays.