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PROCESS BOOK


RESEARCH

CONCEPT DEVELOPMENT desiGn proposaL desiGn proposaL

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A creative and crafty DIY magazine for the modern male. A creative and crafty DIY magazine for the modern male. CATEGORIES: Lifestyle, Home, Hobbies, Arts & Craft, Do-it-yourself CATEGORIES: Lifestyle, Home, Hobbies, Arts & Craft, Do-it-yourself

contentcontent & structure & structure

audience community audience & & community

competitors competitors

The magazine would feature topics ranging The magazine would feature topics ranging from from

This hobby and and lifestyle magazine for young, This is is a ahobby lifestyle magazine for young,

crafts, sewing, food, style and home. Content of

creative, modern day males with an interest in

creative, modern day males with an interest in

In the marketplace there exists a handful of doIn the marketplace there exists a handful of doit-yourself magazines catered to male audiences.

the magazinefor would promote creativity and craft the modern male, with an emphasis on do-it-

crafts and do-it-yourself projects.

crafts and do-it-yourself projects.

They typically emphasize home renovations and

Thecause target audience buy things this magazine bethey appreciatewould homemade and are

‘handyman’ activities, rather than creative, crafty do-it-yourself projects. Handy and The Family

interested in making their own craft projects cause they appreciate homemade things to and are embellishin their life and theirown home. Theyprojects would interested making their craft to

Handyman are two popular magazines that exist do-it-yourself projects. Handy and The Family in this area. Make is another example thatmagazines focusHandyman are two popular that exist

» do-it-yourself projects/steps

embellish their life and their home. They would

in this area. Make is another example that focus-

» recipes

also purchase this magazine in order to learn

crafts, sewing, food, style and home. Content of

the magazine would promote creativity and craft

for the modern male, with an emphasis on do-ityourself projects. yourself projects. Content would be presented through: Content would »befeature presented through: articles » feature articles

» do-it-yourself projects/steps » instructional articles » recipes

» supplies

The target audience would buy this magazine be-

also purchase this magazine in order to learn more about DIY culture and community.

it-yourself magazines catered to male audiences.

They typically emphasize home renovations and ‘handyman’ activities, rather than creative, crafty

es more on do-it-yourself technology projects.

es more on do-it-yourself technology projects.

more about DIY culture and community.

» artist/celebrity profiles, etc. » instructional articles

» supplies » artist/celebrity profiles, etc.

aLternates aLternates In the market there exists a plethora of do-ityourself, crafty and creative magazines that are catered to women. There exists a need for a male driven magazine dedicated to creativity and craft.

In the market there exists a plethora of do-ityourself, crafty and creative magazines that are

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AA tech and lifestyle magazine aimed atat the tech and lifestyle magazine aimed the modern ‘geeky’ woman. modern ‘geeky’ woman. CATEGORIES: Technology, Gaming, Lifestyle CATEGORIES: Technology, Gaming, Lifestyle

TheThe majority of tech magazines areare catered majority of tech magazines catered to the stereotypical ‘nerdy’ guy. This would to the stereotypical ‘nerdy’ guy. This would

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catered to women. There exists a need for a male driven magazine dedicated to creativity and craft. AA lighthearted and informative magazine that lighthearted and informative magazine that examines the culture and psychology ofof cyberexamines the culture and psychology cyberspace and the digital world. space and the digital world. CATEGORIES: Scientific, Lifestyle, Psychology CATEGORIES: Scientific, Lifestyle, Psychology

A lot of informative magazines areare heavily A lot of informative magazines heavily

be be a technoogy andand lifestyle magazine that a technoogy lifestyle magazine that

content driven. This magazine would prescontent driven. This magazine would presentent content on on psychology andand culture in in content psychology culture

featured content catered towards geeky featured content catered towards geeky girls. This publication would be be similar to to girls. This publication would similar

thethe short, immediate way thethe digital world short, immediate way digital world hashas evolved. evolved.

Wired or T3, butbut would focus on on presentWired or T3, would focus presentinging content forfor girls, rather than thethe typical content girls, rather than typical geeky guys.. geeky guys..


RESEARCH REPORT

TARGET AUDIENCE COMMUNITY

DESCRIPTORS Urban, Creative, Authentic, Adventurous, Independent TARGET/DEMOGRAPHIC » 25-35 year old males » Creatives • Artists • Musicians • Writers » Recent graduates/young professionals » Middle class, some disposable income to spend » Enjoys good food, drinks, and company » Interested in learning and trying new things » Hands-on • Independent » As creatives, they are visual centric people, and therefore appreciate aesthetics (in the home and with their fashion)

WHAT DO THEY VALUE? These men value the simple things in life. They aren’t fussy and they enjoy doing things on their own as well as spending quality time with friends and family. They present themselves nicely, caring about their personal appearance as well as the aesthetic of their apartment/ home, knowing their choices reflect on who they are. They are well-rounded individuals who enjoy experiencing life to its fullest. WHERE DO THEY HANG OUT? AND WITH WHO? They hang out at coffee shops, small/independent food venues, music concerts, pubs/chill bars, at home. They normally hang out by themselves or with a small group of friends. They may also hang out with a girlfriend, but are not married. They prefer to be with a few close friends as opposed to large groups of people in loud spaces. WHAT DO THEY DO IN THEIR SPARE TIME? They like to read, try new food & drinks, learn new things, go on adventures around the city or in the mountains, socialize with friends on weekends, buy things for their home, etc. WHAT DO THEY BUY/READ/WATCH/LISTEN TO? They aren’t into big brand names and aren’t fussy about making sure they’re up on the latest trends. Being creative people, they buy Apple products but now because of the name. Because they fit well into their lifestyle. They are interested in reading magazines and books that will teach them new things. They don’t watch much TV but they do enjoy watching movies and listening to music or seeing live shows. They are mostly into independent movies and musical artists, not so much mainstream things in theaters or on the radio.

COMMUNITY


RESEARCH REPORT

PROOF OF CONCEPT PROOF OF CONCEPT

PROOF OF CONCEPT

Feature Articles

Department Articles

‘REAL PEOPLE’ ARTIST PROFILE An in depth look at Chris Gardner’s popular mens blog, ManMade, and his thoughts on the male DIY movement. TOP MENS DIY BLOGS A look at 5 of the web’s most popular men’s Do-It-Yourself blogs and their stories of success. 1. Style Salvage 2. The Crafty Gentleman 3. ManMade 4. TaylorTailer 5. 4 Men and 1 Lady DIY GIFT GUIDE A comprehensive guide of DIY projects that can be given as gifts (men and women sections) HAND TOOLS INFOGRAPHIC A comprehensive infographic and accompanied article illustrating the various hand tools that are use for DIY and their purposes. DIY DATE NIGHT Everything you need to know to have your very own special DIY date night. Inspirational gallery and projects to create a romantic night. DIY HALLOWEEN Articles and intructionals on halloween decorations and costumes, everything you need to create the best fright night of the year DIY ON THE GO Create your own DIY kit from a used altoids tin for on-the-go situations. Tips and tricks for accomplishing quick, efficient DIY projects on-the-go. GUIDE TO THRIFTING An article that explores thrifting and provides insights into the culture of second-hand style. Tips and tricks for the best thrifting and deals would also be discussed.

FOOD & DRINK Recipe: Pumpkin Jam Recipe: Ice Tea Make a wooden beer stien Gift guide for the man in your life who loves to cook HOME DIY coasters DIY bike repair Create a tree branch coat hook Sew a patchwork tweed cushion Create a leather bound journal ARTS & CULTURE Feature Artists: David Cata and his project ‘Under the Skin’ FASHION Sew your own pocket square from scraps of fabric DIY vintage transfer tee Converting a tie into an ascot Reinvent your old cardigan OUTDOOR How to build the best campfire & scavenging wood Build your own wooden planter Restore an heirloom axe Painted decorative garden bricks Build your own wooden tool carrier


RESEARCH

NAME DEVELOPMENT NAMES BRACKET

TAGLINES

a support projecting from the side of a wall or other structure.

Handcrafted lifestyle for the inspired man

to group or class together

Creative inspiration for men

to include or exclude by establishing specific boundaries

Do it yourself for dudes

to fix or support by means of a bracket 

CULTIVATE

to improve by labor, care, or study to foster the growth of to seek the society of :  make friends with

SOAPBOX a box or crate used as a makeshift stand

ARTISANMAN

a person skilled in an applied art; a craftsperson pertaining to an artisan or the product of an artisan; artisanal

MAKER

a person or thing that makes.

MANEMAKE / MANCRAFTED

Handicraft for him Made by men Build it yourself for blokes Men make it Creative craft for the inspired man Handcrafted by him Things made by men


DESIGN PROCESS

MOOD BOARDS


DESIGN PROCESS

LOGO DEVELOPMENT


DESIGN PROCESS

LOGO DEVELOPMENT


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LOGO SOLUTION


DESIGN PROCESS

COLOUR PALETTE

C=48 M=75 Y=66 K=59

C=45 M=30 Y=0 K=80

C=50 M=25 Y=11 K=7

White


DESIGN PROCESS

BASIC TYPE SYSTEM 1. HEADER Gotham Bold 34pt Uppercase

1 NOT JUST FOR READING 2

2. SUBHEAD/DESCRIPTOR Caecilia LT Std 75 Bold 8pt Leading 13pt

In the last couple of years there has been a real resurgence of bow ties as a legitimate part of a man’s wardrobe attire. It had spent a long time in the fashion wilderness waiting in exile for its chance to return, but thanks to numerous designers and the actor Matt Smith (Doctor Who), it seems that the bow tie may be back and hopefully here to stay.

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BY LILIANNE KHUONG

I have always loved books. I don’t just love to reading books though – I love the feel of a book in my hands. It’s heft, the

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texture of it’s pages, the gilt of the artwork and lettering on an antique pressed cover, and of course, the thought of what wonderful secrets could be hidden inside. I love books.

PR O

JE C

Man ST

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IO N S INSID

my books were sacred to me. But after years of going to used book sales and increasing my collection to the point

E

3. AUTHOR NAME Gotham Bold 7pt Uppercase 4. BODY COPY Caecilia LT Std 55 Roman 8pt Leading 14pt

of excess, I realized that my appreciation of books is not dependant on its function, but rather the art of itself. I always had a sentimental attachment to the book covers, the typography, the illustrations, everything. And it isn’t just collectable or expensive books, I appreciate all books, even the one dollar bargains at the flee market. As my perspective shifted, as did my ability to see books for what they could be beyond reading material. This upcycled book lamp is just one example of an exceptionally beautiful way to celebrate

5. SIDEBAR HEADER Gotham Bold 12pt Uppercase

your old books in an unexpected way. The best part about this project is that it is completely personal, you can choose custom book titles to represent your personality and a custom lamp shade to make it your own aesthetic style.

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T

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But what about altering and repurposing books? Years ago the thought would never have entered my mind because

D IY

MY MAG STOOL Design Quarters has created an ingenious method for storing your coveted mags. The innovative My Mag Stool comes complete with a low wooden base that is attached with leather adjustable straps to keep the mags in place. An interchangeable rectangular linen cushion rests above the stack, making this a comfy and practical seating spot. The stool’s height obviously adjusts according to the number of magazines you stack up, so keep on reading and create a piece that will most certainly provide interesting conversation around your favourite magazines and give insights into your personal tastes. There are also endless possibilities on how you can individualise or brighten up your stool with a different colour cushion or different types of magazines.

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NOT JUST FOR READING // MANCAVE

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6. SIDEBAR BODY COPY Gotham Book 7pt Leading 9pt


DESIGN PROCESS

ILLUSTRATIONS A selection of the how-to illustrations that were created for the Manual section of the magazine. The bottom right image is the illustrated pattern Lilianne Khuong made for the inside of the magazine cover.


DESIGN PROCESS

STAMP DESIGNS

DIY PROJECT

RU

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Manual N CTIONS I

the

Manual


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PHOTOSHOOTS MARTA TOMASIR


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PHOTOSHOOTS LIZ GATAPIA


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PHOTOSHOOTS LILIANNE KHUONG


DESIGN PROCESS

COVER INSPIRATIONS Inspiration for the cover was drawn from the typical layout of operator’s manuals.


DESIGN PROCESS

COVER CONCEPTS

RIGHT Initial concepts BELOW Secondary concepts

Cover Concepts .

WHERE DO-IT-YOURSELF MEETS MAN

Where

DIY m eets

The Outdoorsman, P.48

We Make Things, P.32

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Adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco labor.

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man

.

WHERE DO-IT-YOURSELF MEETS MAN The Outdoorsman, P.48

We Make Things, P.32

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam.

Adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco labor.

Dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco labor.


DESIGN PROCESS

INITIAL SPREADS


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SECONDARY SPREADS


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PHOTO DOCUMENTATION


DESIGN PROCESS

PHOTO DOCUMENTATION


DESIGN PROCESS

PHOTO DOCUMENTATION


MANUAL MAGAZINE

2014 Š Lilianne Khuong & Natasha Aggarwal


Manual Magazine Process Book