Kindly
Conscious living for
a male audience.
![Multiple cover designs for the conscious living magazine](https://assets-global.website-files.com/5f5d041dc83a72a230e0090b/5fcda4b8bb4267802f4209ae_Kindly%20Payoff.jpg)
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.
Naming
Editorial Layout
Social Media
Bold
Cultured
Cooper BT
Sofia
Freight Text
![A desk covered in sketchbooks, magazines, and inspiration photos, showing the design process Kindly Magazine.](https://assets-global.website-files.com/5f5d041dc83a72a230e0090b/5fd6b9df99e5d1e9445480d2_Kindly%20Process.jpg)
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.
![A grid analysis showing how Kindly fits into the magazine market, with "conscious lifestyle" vs "consumerist lifestyle" on the Y axis, and "masculine audience" vs "feminine audience" on the X axis](https://assets-global.website-files.com/5f5d041dc83a72a230e0090b/60a02a312befcb7a75f0f4c5_Kindly%20Analysis2.png)
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.
![](https://assets-global.website-files.com/5f5d041dc83a72a230e0090b/60b99bd67c296d66b2018e98_Kindly%20Logo.gif)
![Conscious living for a male audience.](https://assets-global.website-files.com/5f5d041dc83a72a230e0090b/5ff79ee7eff831172294f87f_Kindly%20Spines2.jpg)
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.
![Table of contents magazine spread](https://assets-global.website-files.com/5f5d041dc83a72a230e0090b/5fd84c4dd033dc23d10d7e1d_Kindly%20Spread%20TOC2.jpg)
![Magazine spread showing interviews with Indigenous designers](https://assets-global.website-files.com/5f5d041dc83a72a230e0090b/5fd84050ea3a8c07f225852b_Kindly%20Spread%20QR.jpg)
![Magazine spread showcasing conscious clothing brands](https://assets-global.website-files.com/5f5d041dc83a72a230e0090b/5fd8404eeb7b2733824b6a38_Kindly%20Spread%20CB.jpg)
![Magazine featured article on Alexandria Ocasio-Cortez](https://assets-global.website-files.com/5f5d041dc83a72a230e0090b/5fd8404db7b2643dab816fb3_Kindly%20Spread%20AOC1.jpg)
![Magazine featured article on Alexandria Ocasio-Cortez](https://assets-global.website-files.com/5f5d041dc83a72a230e0090b/5fd8404ea46fb93095dc1b38_Kindly%20Spread%20AOC2.jpg)
![Magazine editorial spread on the effects of fast fashion on the planet](https://assets-global.website-files.com/5f5d041dc83a72a230e0090b/5fd8404f6cae3d14ee4d9389_Kindly%20Spread%20FF.jpg)
![Hand holding a magazine](https://assets-global.website-files.com/5f5d041dc83a72a230e0090b/5fd842425ddb80640861f44c_Kindly%20Closeup.jpg)