About the Company
two.one.five is an urban arts and lifestyle magazine, engaging Philadelphians with powerful writing and bold images.
Challenge
After working with two.one.five since its inception, building the brand from the ground up, it became apparent that the magazine was becoming too niche. In danger of turning into yet another exercise in exclusionary, rarefied high art media, two.one.five and BAJ decided to reset the magazine’s identity.
Solution
In order to create a more solitary style, the typeface was standardized. The cover and front of book now sets a cohesive and accessible tone that carries throughout the magazine. Minimal text crowds the cover, allowing the art and header to propel the overall theme. Inside, unified headers and subheaders strongly define sections and provide a readable hierarchy of information. White space is given more respect, and allows the artwork order and breathing room. With margins opened, the grid morphed from two columns into four, lending more play to the layout. A photo editor was brought on board to manage shoots and photographers.
Results
The new template not only created design unity and efficiency, but also simplified two.one.five’s budget. All art is now created in-house, eliminating the need for third-party contracts. By streamlining editorial, art direction, and layout, new standards and goals for delivery dates materialized. The strategies implemented went beyond simple graphics redesign, creating an even stronger relationship between BAJ and two.one.five, and a more compelling product.
