Design, Project Management, Creative Direction

Kindly is an online editorial magazine focused on ethical lifestyles and rich visual content. 

Creating the Seal

Living ethically has a lot to do with how a dollar is spent. That's why Kindly's seal is inspired by the textures and conventions of a coin. 

The decision to include a seal in Kindly's branding was about connecting the magazine's online existence to the calm of holding on to printed materials.

Creating a Logotype

Kindly's logo was an opportunity to turn the empathy and consciousness of its content into strong, sweeping serifs. 

The goal for Kindly's website was to create a tactile experience. I wanted users to feel like they were sifting through content and to consider Kindly a destination to catch a breath. 

That meant a well defined grid system for content to settle confidently into, a background to soften the web-void white default, and a solid serif reminiscent of set letterpress type. 

See it live. 

Fashion, Fiction, Architecture, Editorial, Travel

Content focused on ethical living. 

Process

Identify content creators, match skills/style with editorial pitches, collaborate, revise, publish. 

Printed promo for release walkthrough. 

15 weeks, 7 contributors, 1 live site

Starting a magazine from scratch means timelines, storyboards, pitches, an avalanche of emails, and sweat. 

Luckily, i make lists for fun and find true joy in dictating texts on the go. Check out this issues production book to find out how Kindly went from all talk to live website in 15 weeks.