Portfolio by Natasha Aggarwal

NATASHA AGGARWAL ALBERTA COLLEGE OF ART + DESIGN // THIRD YEAR STUDENT PORTFOLIO

DESIGN

LOGO: Woodpecker European Timber Framing

BROADSHEET: International Typographic Style

INTER NATIONAL TYPO GRAPHIC STYLE

1917

1936

The Bauhaus style becomes one of the most influential currents in Modernist architecture and modern design. Also known as the International Style, it was marked by the absence of ornamentation and by harmony between the function of an object or a building and its design.

Josef Müller-Brockmann is recognised for his simple designs and his clean use of shapes, colours and typography, notably Helvetica, which inspires many graphic designers in the 21st century.

1950s – Present

“Noise Pollution” by Josef Müller-Brockmann. 1960.

“Giselle” by Armin Hofmann. 1959.

“Ulmer Hocker Stool” by Max Bill. 1954.

“Exhibition Poster” by Emil Ruder. 1964.

1944

1947

Max Bill becomes a professor at the school of arts in Zurich. Among Bill’s most famous designs is the “Ulmer Hocker”, a stool that can also be used as a shelf or a side table. The stool was a creation of Bill and Ulm school designer, Hans Gugelot.

Emil Ruder plays a key part in the development of the Swiss Style by helping to found the Basel School. Hoffman followed Emil Ruder as head of the graphic design department at the Basel School of Art and was instrumental in developing the graphic design style known as the Swiss Style.

“Watch that Child!” by Josef Müller-Brockmann. 1953.

1954

KEY FIGURES

ABOUT

Max Bill

During the 1950s a design movement emerged from Switzerland and Germany that is called International Typographic Style or Swiss Design. The objective clarity of this design movement won converts throughout the world. It was a major force for over two decades and still exerts a considerable influence today.

Jacqueline S. Casey Rudolph de Harak Armin Hofmann Josef Müller-Brockmann Emil Ruder Carlo Vivarelli

The visual characteristics of the International Typographic Style include: a visual unity of design achieved by asymmetrical organization of the design elements on a mathematically constructed grid; objective copy and photography that present visual and verbal information in a clear and factual manner; and, the use of sans-serif typography set in a flush-left, raggedright configuration.

Practitioners of International Typographic Style defined design as a socially useful and important activity. Personal expression and eccentric solutions were rejected in favor of a more universal and scientific approach to design problem solving. The designer’s role is as an objective conduit for spreading important information between components of society. Achieving clarity and order is the ideal.

1957

Adrian Frutiger creates the typeface Univers. He wanted to make a new font that would, above all, be suitable for the typesetting of longer texts — quite an exciting challenge for a sans-serif font at that time.

Helvetica is developed by Max Miedinger with Eduard Hoffmann at the Haas foundry in Switzerland. The aim of the new design was to create a neutral typeface that had great clarity, had no intrinsic meaning in its form, and could be used on a wide variety of signage.

INVENTION: REFILL Snack Jar (Concept)

PRODUCT VIEW

Problem: A large percentage of people in todays society take a variety of daily medications. Certain medications require they be taken with food as they are hard on an empty stomach. In many cases, when taken on an empty stomach, these medications cause nausea and discomfort. While on the go, one may not have food with them at the time of taking their medication, whether they forget to pack some or do not normally eat in the morning – a time when most likely to have an empty stomach. Solution:

common problem. It is a snack container and a pill box all in one, perfect for those who take daily medications that may cause stomach upset if not taken with food. The

keep them organized in a pill box. The jar will conveniently remind one to eat a little something when taking their medication, or alternatively, will remind one to take their Snack Jar, it is now easy to ensure one has food with them at the time of taking medications that may be hard on an into one’s bag, purse, or backpack, without worry that it will leak. It’s compact size also makes it a very portable solution for anyone on the move. Some common medications that are recommended to be taken with food include: Aspirin, Tylenol 3, Iron, Niacin, Lithium, and Naproxen

COLOR OPTIONS of different colors, making it fun and easy to choose an option based on personal preference. The color options are standard colors that appeal to both males and females.

onto the jar, acting as a lid, and creating an airtight seal on the jar. With seven dated compartments built into

INSIDE VIEW [TOP]

less perishable food item.) The lid features a fully rotatable panel, clockwise or counter-clockwise, which contains a medication. The lid is also completely separated from the food compartment by a hard plastic barrier along the which means it’s durable on the go and it requires little to no maintenance besides cleaning. The lid features treads which screw onto jar creating an airtight seal making it spill proof and leak proof when closed properly. The large pill compartments in the lid are able to hold a variety of different medications and the snack compartment foods, most of which are also healthy options. Some examples include almonds, crackers, pretzels, trail mix, strawberries, blueberries, apple slices, and more!

problem of not having food on hand when taking certain also microwave and dishwasher safe, making it simple to clean and reuse day after day. Because the pill box lid does not store food, it does not need to be cleaned as frequently as as the food jar.

Dimensions: Pill compartment: 1.125” x 0.75” x 0.5” Lid: 3” x 1” Jar: 3” x 1.5” Combined: 3” x 2” Jar Capacity: 125ml (1/2 cup) INSIDE VIEW Top section of the lid is able to rotate fully in both clockwise and counter-clockwise directions.

The large pill compartments in the lid are able to hold a variety of different medications. There are seven sections plus one solid plastic section for the ‘closed’ position.

Snack compartment ideal for foods such as almonds, crackers, pretzels, trail mix, strawberries, blueberries, apple slices, etc.

WHO I TRAVEL WITH

NUMBER

Myself

Friends Family Dad

Mom

INFOGRAPHIC: How Travel Made Me More Independent

EUROPE

WHO I TRAVEL WITH

NUMBER OF PLACES TRAVELED TO EACH YEAR

PLACES I STILL WANT TO TRAVEL TO

Myself 2

Rank

Friends 10

Family

Dad 4 Mom

5 2012

2011

2009

2010

2007

2008

2006

2004

2005

2002

2003

2001

1999

2000

1997

1998

1996

1995

Costa Rica

NORTH AMERICA

EUROPE

Juneau Sitka Ketchikan

Explored NYC by myself while on vacation visiting my cousin.

Anaheim Los Angeles

AFRICA

New York City Stayed with my little brother in the lodge while parents were on safari for the day.

Las Vegas

Explored NYC by myselfPhoenix while Tucson on vacation visiting my cousin. Cabo San Lucas Puerto Vallarta Acapulco

New York City

London

Raleigh Bermuda

Houston Orlando Key West Cancun Cozumel Belize

Nanyuki Nairobi Arusha

Swam in the Mediterranean sea with my brothers while in Nice.

Traveled Frankfurt to London 1 month Venice after ‘05 bombings. Too afraid Nice to exploreFlorence alone. Dubrovnik

Nassau Turks and Caicos Dominican Republic

Barcelona

Grand Cayman Jamaica

Rome Vatican City Naples Pompeii

Puerto Rico St. Thomas St. Maarten St. Kitts Dominica Barbados

Mauritius

Explored Santorini with my brother while my parents stayed aboard cruise ship.

Athens Santorini

London

Raleigh

Feeling of dependence

Bermuda 1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

Nassau Turks and Caicos Dominican Republic ANXIOUS

2006 2008 with my 2007 brothers while in Nice.2009

Feeling of independence

2010

2011

2012 Trip with parents

GRATEFUL

IMPATIENT

RELAXED

RESPONSIBLE

Barcelona

SOCIAL

Graduated high school and began college in Red Deer.

MIDDLE SCHOOL – HIGH SCHOOL

Met and started dating Daniel, who lives in Tucson.

Venice Nice Dubrovnik Florence Rome Vatican City Explored Santorini with my brother while my parents stayed aboard Naples cruise ship. Pompeii Athens Santorini

Started my first job and paying my own bills.

RED DEER COLLEGE

Puerto Rico St. Thomas St. Maarten JuneauSt. Kitts Sitka Dominica Traveled to Vancouver with my high school band class. Ketchikan Barbados

EUROPE

Trip without parents

EXCITED

Grand Cayman Jamaica

Swam in the Mediterranean sea

2005

Frankfurt

AFFECTIONATE

Orlando Key West

Japan

Traveled to London 1 month after ‘05 bombings. Too afraid to explore alone.

Toronto

Traveled to Tucson numerous times, alone, to visit Daniel.

Traveled to Puerto Vallarta when I was 9. I couldn’t do anything without my parents.

MERICA

India

Missed a connecting flight in Toronto. Flew to Calgary alone, to get back for school.

Visitied Vegas when I was 13. Spent a lot of time being bored while my parents gambled.

Toronto

Hawaii

Traveled to Vancouver with my high school band class.

Vancouver Seattle

Missed a connecting flight in Toronto. Flew to Calgary alone, to get back for school.

Dubai

Moved out of my parents house and in with a friend.

FIRST JOB

Multi-destination trip via airplane

Multi-destination trip via cruise ship

Moved to Calgary to start studies at ACAD.

ALBERTA COLLEGE OF ART + DESIGN

Details: Vancouver Seattle

Missed a connecting flight in Toronto. Flew to Calgary alone, to get back for school. Explored NYC by myself while on vacation visiting my cousin.

New York City

Traveled to Tucson numerous times, alone, to visit Daniel.

Anaheim Los Angeles

1998

1999

2000

Cabo San Lucas Puerto Vallarta Acapulco

London

Raleigh

Las Vegas Phoenix Tucson

Traveled to Puerto Vallarta when I was 9. I couldn’t do anything without my parents.

Traveled to London 1 month after ‘05 bombings. Too afraid to explore alone.

Toronto

Visitied Vegas when I was 13. Spent a lot of time being bored while my parents gambled.

Houston

2001

Cancun Cozumel Belize

Bermuda

2002

Orlando Key West

2003

Nassau Turks and Caicos Dominican Republic

2004

2005

2006 Frankfurt Barcelona

Grand Cayman Jamaica Puerto Rico St. Thomas St. Maarten

Swam in the Mediterranean sea with my brothers while in Nice.

2007

Venice Nice Dubrov Florence Rome Vatican City Naples Pompeii A

ADVERTISING

VIAGRA: Change For The Better

LULULEMON: Menswear

Clothing for any lifestyle.

WORLD WILDLIFE FOUNDATION: Climate Change

TYPOGRAPHY

BOOKLET: “AVENIR”

Cover:

V EN I R

Spreads:

AVENIR IS INTENDED TO BE NOTHING MORE NOR LESS THAN A CLEAR AND CLEAN REPRESENTATION OF MODERN TYPOGRAPHICAL TRENDS, GIVING THE DESIGNER A TYPEFACE WHICH IS STRICTLY MODERN AND AT THE SAME TIME HUMANE, I.E. SUITABLE, REFINED, AND ELEGANT FOR USE IN TEXTS OF ANY LENGTH. –ADRIAN FRUTIGER

INFLUENCES

The invent of Univers in 1957 was the basis for many of Frutiger’s later typeface designs, including his namesake typeface, Frutiger, and the more modern, Avenir. Avenir is a Swiss sans serif typeface designed in 1988 as a more humanistic approach to Futura, as Frutiger felt Futura to be too rigid and geometric for his liking. In an interview conducted by Linotype, Frutiger discusses the reasons he felt compelled to design Avenir. “Looking back on more than 40 years of concern with sans serif typefaces, I felt an obligation to design a linear style of sans serif, in the tradition Left: Avenir in comparison to its primary ancestors, Futura and Univers. Next page: The ‘I amsterdam’ letters at the Museumplein, in front of the Rijksmuseum in Amsterdam, Netherlands.

Futura Univers Avenir

of Erbar, Futura, and to a lesser extent Gill Sans. These have purely constructed characters from which the element of a handwriting movement has been removed.”

06 07

ZWAG ZWAG

FASHION // CELEBRITY // HIP-HOP

MAGAZINE: “ZWAG”

Cover:

Spreads:

THE FASHION INDUSTRY HAS PLENTY OF COOL. LATELY, MORE AND MORE MUSICIANS HAVE TEAMED UP WITH CLOTHING DESIGNERS IN ORDER TO REACH FANS FROM BOTH WORLDS WHILE ABIDING BY THEIR DISTINCT BRANDS, AND PLENTY OF RAPPERS HAVE FOUND GREAT SARTORIAL FOILS IN STREETWEAR COMPANIES.

DEPARTMENTS

2 3 8 9

LIFESTYLE Business news of both the social and political variety

THE MASTERS The original kings of cool: Kanye West, Jay-Z, & Eminem. Plus, what they’re doing these days

TRENDING This season’s hottest hip-hop accessories and newest releases

REMIXED Snapbacks are back! We cover everything you need to know about modernizing this old school trend

FEATURE

UP & COMING A$AP Rocky explains why he is a force to be reckoned with

“I WANT TO BE REMEMBERED AS A FASHION ICON BECAUSE MAN, DO I KNOW HOW TO FUCKING DRESS.” BROOKLYN’S FINEST

EMINEM

FASHION STATEMENT Jay-Z was instrumental in moving hip-hop style beyond baggy jeans and jerseys. His luxurious yet easy-going personal style has led him to continually top best-dressed lists and his knack for dressing for success led him to extended his Midas touch into the fashion world with several impressive and highly lucrative ventures. 2003 saw Jay-Z partner up with Reebok to design, market and front-line the company’s most successful athletic shoe. 2009, the superstar helped design and launch a line of men’s sneakers for the posh French label Louis Vuitton.

SHADY SWAGGER

WHAT IS HE UP TO NOW? hop royalty. Not just because the Brooklyn rapper has sold over 50 million

FASHION STATEMENT

records worldwide, but because he’s elevated the game of “moguling.”

Hip-hop showed a lot of oversized sweats back in the day, currently the

With heavy stakes in his Rocawear clothing brand, upscale bar and

silhouettes are cut leaner as you can see in most current collections. It

lounge 40/40, and even part of the NBA team, the Brooklyn Nets, Jay-Z

is obvious that Eminem’s style has adapted to this change and that he

Jay-Z has joined an exclusive list of rappers who can be categorized as hip-

has diversified his portfolio, so much so that he’s creating opportunities

continues to be a style icon. Back when he had the bleached hair and the

in hip-hop by just keeping it profitable. In 2012, he produced the Made

oversized clothing, it actually really worked for him at the time and even

In America tour, his management compant Roc Nation was home to

today, that look is and always will be Slim Shady.

Rihanna, Shakira, Meek Mill, J. Cole, and M.I.A. And with the Barclays a basketball video game, and his deal with Duracell, Jay-Z had proven

WHAT IS HE UP TO NOW?

once again that he is still not just a businessman, but a business, man!

Having released six No. 1 albums consecutively and even founded his own

Center in Brooklyn opening with eight concerts, Jay executive producing

record label Shady Records, Eminem is still the highest selling rap artist. Therefore, even though he did not officially drop his own album in 2012, he was still raking in the dough through deals with G-Shock, Chrysler, and other companies that want to be in bed with Marshall Mathers. This past year, Slim Shady focused more on his business at home with Shady Records. The label released Slaughterhouse’s critically acclaimed Welcome to: Our House and is gearing up for 50 Cent’s November release, Street King Immortal. The label, home to the Slaughter, 50 Cent, Bad Meets Evil, and Yelawolf (to name a few) has rejuvenated the brand with Shady 2.0.

NEW ALBUM?

“I’M SOME GHETTO CHIC, I’M WHERE THE ‘HOOD AND HIGH FASHION MEET.” ZWAG // 4

JAY-Z

It’s been a long time since rap phenom Eminem released the singles-heavy albums Relapse and Recovery. Now, however, he’s confirmed that a new solo album will arrive next year. Marshall Mathers didn’t deliver the announcement via a press release or Tweet, however. Instead, it’s embroidered on the side of a snapback baseball cap. The hat, which is available now in the official Eminem store, comes with the following description: For a limited time only in honor of the big games and the hometown team’s return to The D we are pleased to offer the Eminem Baseball Tribute Hat in both home and away colors. Side panel is dedicated to the landmark Eminem solo albums. A portion of the proceeds will go to The Marshall Mathers Foundation. The most recent year on the side panel is 2013, and we all know that once a date is on a hat it’s set in stone. Stay tuned for more details as they become available. After all, it’ll be interesting to know which female singer-songwriters he’ll be collaborating with on lite rap rock songs in waiting rooms and elevators across North America next year.

ZWAG // 5

ZWAG: Process

ZWAG ZWAG

FASHION // CELEBRITY // HIP-HOP

UP&COMING

A$AP ROCKY

DEPARTMENTS

2 3 8 9

LIFESTYLE Business news of both the social and political variety

THE MASTERS The original kings of cool: Kanye West, Jay-Z, & Eminem. Plus,

“I’VE BEEN INTO FASHION SINCE BIRTH. I GREW UP IN THE ‘HOOD, AND EVERYBODY IN THE ‘HOOD WANTS TO COMPENSATE FOR BEING IN POVERTY, SO THEY WANT TO LOOK GOOD TO KEEP THEMSELVES UP. THAT’S BEEN EMBEDDED IN ME.”

what they’re doing these days

TRENDING This season’s hottest hip-hop accessories and newest releases

REMIXED Snapbacks are back! We cover everything you need to know about modernizing this old school trend

Twenty-three year old Harlem rapper Rakim Mayers known as A$AP Rocky (That stands for Always Strive and Prosper) created a rampant knocking storm of street buzz for all hip hop heads after releasing the mix tape Live. Love. A$AP last fall via the internet.

FEATURE

UP & COMING

Not only was he buzzing in the streets about his lyrical flow along with a mixture of hip hop southern slowed down screwed out beats the rapper has something else that others recognize – His style. A$AP has let it be known that he has a great love and admiration for fashion and fashion designers.

A$AP Rocky explains why he is a force to be reckoned with

Born Rakim Mayers, Rocky endured the kind of troubled childhood that most kids don’t escape: his father went to jail in connection with selling drugs, his older brother was killed, and Rocky wound up shuffling through shelters with his mother and sister for a time. But Rocky’s single-minded confidence enabled him to not only survive, but thrive with good-humored ease and few hints of bitterness about his past. He is part of a large uptown crew, all of whom use the first name of A$AP, which stands for Always Strive and Prosper. Until recently, he himself was dealing drugs in order to pay his bills, but he just signed a record deal with Polo Grounds Music, a label under the Sony-RCA banner, for a reported $3 million—which, for an artist whose music is rife with the steadfast ambition to uplift and transform reality, should allow him, on some level, to do just that. DIMITRI EHRLICH: Let’s talk a bit about your childhood. When you think about growing up, what sort of images pop in your head? I know that you spent the first part of your life in Harlem. A$AP ROCKY: Yeah. When I was a kid, we lived at 116th and Morningside. EHRLICH: I remember that neighborhood, around Morningside Park, being full of crack zombies back in the 1980s. ROCKY: Oh, it was crazy . . . I want to say it was real hip-hopish when I was growing up. You know what I’m saying? But we lived in Pennsylvania, where my dad was, for a good three years, too. I moved there when I was 8 and left when I was 11. I grew up on 116th Street, in the Bronx, then on 140th Street in Harlem. I was back and forth between New York and Pennsylvania. Like, I would live in New York the whole summer and go back and forth. So it was one of those things . . . EHRLICH: Your dad went to jail when you were 12 for selling drugs. What sort of impact do you think that had on you? ROCKY: Well, it fucked me up, man. When my dad was gone, times became really hard for my family. EHRLICH: You started living with your mom in shelters. ROCKY: Yeah . . . That shit was tough. EHRLICH: Where were these shelters? ROCKY: One of them was in North Carolina. It was just like a big-ass fucking gym full of bunk beds and random people and strangers bunking with each other with a big-ass bin on the edge of the bed where they put their clothes. Me and my sister just looked at each other and started crying . . . We moved down there because my mom wanted to get with her high-school sweetheart, or something like that. To make a long story short, she went down there to try to start a new life. My father had made a bunch of babies with her, he was caught up in the street life, and he ended up going to jail, so she was hurt and alone. I don’t know what made her decide to go into a shelter, but she just wanted to get away from the life

she was in. She was with this guy who kind of fucked her life over . . . Then

EHRLICH: How did you get into fashion?

my aunt let us live with her for a while, which was pretty hard because it

ROCKY: I’ve been into fashion since birth. I grew up in the ’hood, and

was like an upper-middle-class kind of neighborhood, so I didn’t get along

everybody in the ’hood wants to compensate for being in poverty, so they

with any of the kids. They used to pick on me and tease me and make fun

want to look good to keep themselves up. That’s been embedded in me.

of me at the bus stop. When I went to school, all my friends were the kids

My father, he kept me in the Jordans and Guess stuff and all that other

from the poor neighborhoods. My mom ended up getting a job, and we

shit, so it was just like I grew up on that fashion shit. It’s just that my

moved to some projects. But then she got into a fight with an employee,

fashion tastes changed and shifted, that’s all.

and after that she lost her job, so we weren’t going to be able to afford to

EHRLICH: But the fashion sensibility in Harlem has always been very

stay in that place anymore. Eventually, she decided to come back to New

flashy, whereas when you were in high school, you were going to SoHo

York, where we lived in another shelter. After school, my friends were

to find things you liked in thrift stores. How did you educate yourself

like, “Yo, Rocky, let’s go to your house.” But I’d just be like, “Nah, man, I

about fashion in that way?

can’t have company.” I was ashamed to let anyone know that I was living

ROCKY: It’s kind of like one of those things where you just research

in a shelter. I remember one time coming home and some kids saw me

one thing that you come upon, and it’s easy once you get into it. The

and were like, “What you doing here? This is a shelter!” But I was like,

hard part is putting it all together. It’s, like, everybody from Harlem

“My mom’s working there.” It was pretty embarrassing. It’s something to

knows what Gucci is—I mean, Dapper Dan up in Harlem was big even

laugh about now because it’s what made me who I am, and I didn’t have

though that wasn’t officially Gucci—but if you shop at Gucci, you say,

any say-so in that. I was a child. I couldn’t do too much . . .

“Okay, where can I get Gucci from? Okay, I can get it from Saks Fifth.”

EHRLICH: You lost your older brother when you were 13. What kind

So when you go to Saks Fifth, you see nice shit, you see other name

of influence did he have on you? What was his name?

brands, and then you gotta do your research. I grew up in the age of the

ROCKY: His name was Ricky, and I just . . . I mean, I wanted to be him.

Internet. You look up the designer, see when they have their shows, and

He had braids. He used to listen to Bone Thugs-n-Harmony. He was into

what lines they bringing up. I mean, I’m not gonna say I went on the

girls. He was more of a fighter, though. He was kinda crazy.

Internet to find everything. It was just something that me and my crew

EHRLICH: How much older than you was he?

used to do. We used to wear what we felt would make us look different.

ROCKY: He was seven years older.

EHRLICH: You were embracing being peculiar or odd relative to the

EHRLICH: So what happened?

mainstream, which is hard when you’re 15 or 16 because what most kids

ROCKY: He got shot—on the block where I was born, 116th Street.

want to do is just fit in.

EHRLICH: Later, you started dealing drugs.

ROCKY: Of course. I didn’t want to be a loser, but I didn’t want to fit

ROCKY: At, like, 13 I started selling weed. By 14, 15 I was selling crack

in at the same time because I don’t like just being ordinary. So it’s one

in the Bronx . . . So that was my life for a few years. Then when I was 21,

of those situations where I always kept my head up. I thought highly

I moved to my mom’s out to New Jersey.

of myself growing up. I still do. There’s not really much somebody can

EHRLICH: When did you stop selling?

say to me to bring down my confidence or anything. We know our shit

ROCKY: I stopped around Memorial Day . . . It’s been hard, and it got

stink, but you can’t tell us that because we feel like we do what we do.

harder last summer. I was kind of broke and had to really be strong

Fuck your laws, fuck your rules and boundaries and limits. We do us.

because we were really striving to be independent, you know what I

EHRLICH: When “Purple Swag” first came out, it wasn’t really

mean? But now money is not really a big issue. I’m just focused on life

embraced in New York. How did you feel about that?

right now. I’m having fun with this music shit and my career.

ROCKY: At first, it was embraced everywhere else, but New York was

EHRLICH: So now you’re 23 years old, you’ve just signed a $3 million

kind of hesitant—reluctant . . . But even now, I don’t try to please anybody

deal, and your life has been transformed in a dream-come-true way. How

because then I will lose focus on what I’m really here to do, which is make

does that impact your ambition and your happiness?

my music. My music is tastemaker shit. It’s the future.

ROCKY: It helps. [laughs] I mean, I’ve always been content, but I’m just

EHRLICH: So what’s the next step?

ready to work hard. I got a great team behind me, a great label. It’s time

ROCKY: I’m gonna have to say the top. The top is gonna be the next step.

to get crazy.

“I THOUGHT HIGHLY OF MYSELF GROWING UP. I STILL DO. THERE’S NOT REALLY MUCH SOMEBODY CAN SAY TO ME TO BRING DOWN MY CONFIDENCE OR ANYTHING.” ZWAG // 7

TARGET AUDIENCE

NAME

COLOR (above)

ZWAG is aimed at a male audience from the ages of 20–30. He is middle to upper class, single or married, employed, and has a passion for (hip-hop) music. He thinks of himself as modern and sophisticated with a taste for the finer things in life. He is always well informed, especially in the areas of fashion, brand names, and specific musicians who are similar to the man he sees himself to be.

The name ZWAG is a modern take on the word swag, which is short for swagger. Swag is defined as the way someone presents themselves, specifically relating to how they dress. If a person has swag, they have “it”. By replacing the S in swag with the letter Z, the word becomes more unique and fits the magazine’s modern take on streetwear and hip-hop culture. Other name ideas included:

ZWAG’s color palette modernizes the bright, loud colors found in old-school urban wear by stripping them down to only two contrasting colors: yellow and teal. The overall palette of the magazine is black, white, and grey, with large, bold splashes of color in the form of type and overlaid shapes. Bright yellow is the dominant color found in the magazine, while teal is used only in instances identifying the feature article.

Other name ideas: ∙ Threadz

∙ Metro Fashion

∙ Trendz

∙ Modern Man

∙ Hip-Hop Shop

∙ Midtown

∙ Street Thread

∙ Underground