Kindly is a seasonal publication created to widen the conventional audience of sustainability-focused magazines—and conscious living in general. Research has shown that men are less likely than women to care about living consciously, but that the proper branding can play a deciding role in shifting perceptions.
The bold interiors are designed to attract a masculine audience ages 21–35, and position the brand apart from the usual association of sustainability as feminine. Colorful cover images framed within a distinctive arch provide personality, with a structured header that lends journalistic sophistication.
The magazine market as a whole tilts heavily towards consumerist lifestyles, and the few magazines that do promote conscious living are overwhelmingly marketed towards women. This creates a sizable opening in the market for Kindly to thrive and create new conversations.
The wordmark is built on the typeface Jubilat by Joshua Darden, which was chosen for its warm, classic personality and high x-height to enhance readability from a distance. The corners of the letters were softened, and the modified “K” can be removed for use as a monogram.
A versatile 12-column grid creates structure while allowing for diversity in every spread. Bold typography, compelling images, and bright colors were chosen to challenge the normally calm aesthetics associated with conscious living.