› Brand Strategy
› Creative Direction
› User Journey
› Newsstand/Retail
› Identity Standards

From Activist To Activation

Redesigns are dream projects, every designer covets the opportunity to breath new life to an old brand, but few redesign projects are as embraced and used as a catalyst for organizational change as the Alternatives Journal transformation to A/J magazine.

During the consultative phase of the project, l led the process that took us deep into the organization’s history, their processes and capabilities. In the process we spoke to staff and stakeholders to uncovered many of the truths that later used to informed all the design decisions to realizing the final identity and brand. It quickly became apparent the magnitude of the opportunity - that was only matched by the clients desire to make meaningful change. Nothing exemplified the desire more than the willingness to change their name. In the process we revealed that the name was problematic for distributors who couldn’t figure out what section of the newsstand to display them. This along with the goal to attract new readers who are interested in environmental issues, but don’t think of themselves as advocates led us to the name change that would become the centrepiece of the redesign and launching pad for the new brand.