Hood Magazine : Process

Living in a country that you've never even visited before can bring a world wind of motions- especially when you've been there for a year. Berlin holds a special place in my heart; it was the love I never knew I would have. It was there I decided to highlight this prominent city as a (potentially progressive) zine. Auguststraße, one of my FAVOURITE streets in Berlin (Mitte), was the main feature mostly because it’s this long strip of art galleries and museums (and if you know me well, you know how these places get me). 


HOOD is a magazine geared toward collecting and commemorating all things ordinarily wonderful. The most random discoveries: bazaar drawings, cheeky messages, you name it. Ausgustraße, a street in Mitte, is well known for its plethora of art galleries and institutions. Rightfully so, this street particularly mirrors this role in itself; showcasing the overlooked, the amateur, and the extraordinary moments. This CONCEPT transcends through each page of the magazine; binding the importance of what is being exposed.


Visiting art museums and galleries has to be one of my favourite things to do in my spare time. They are a great source of inspiration to during my times of mental blocks. My experience going to various museums/galleries served as a prominent foundation for the layout and conceptual birth of this magazine, particularly my most recent visits to the MOMA (New York, USA), The Maurithuis (The Hague, Netherlands), and The Stedelijk Museum (Amsterdam, Netherlands).


The LOGO DESIGN stems from the magazine’s content. Each letter relics “frames” such as those of an exhibition or art gallery, thereby highlighting the artistic nature of Augustraße.


Similar to the logo identity, the LAYOUT mirrors the conceptual idea of frames, yet interacts with both the text and the images. The choices of typeface(s), grids and overall layout decisions thereby culminate as a united system for reader. The contrast between weight, colour, black vs white, space, all allude to the gallery setting: every detail counts, to create a rhythm, or rather, a reading experience.

I won't lie, I totally underestimated the time in which it takes to design a magazine (and this one is only 42 pages long). I do hope, in the near future, that I can continue with this magazine into other cities/places that have made a huge impact on me (don't worry Berlin, you're still my doux-doux).