BakerSanchez, Inc.

SOUL fuses heart & delight with modern minimalism. Bold. Classic. Moody. Charming. Accentuated. A vibe. The underlying concept is to capture an essence at the highest authenticity and beauty. Inspired by the vibrance of '80s fashion, an iconic era of style & analogue charm, these images give life to all of the good feels.

A tabloid design was created to present the photographic work and its narrative at the highest caliber. Each model was given their own section with playful typographic arrangements and the imagery was placed in film borders to elevate the vibe further.

Serving

Creative Direction & Art Direction

Co-Casting

Graphic & Layout Design

Stylescaping

Custom Publishing

Copywriting & Naming

Website Design

SPD 59 Awards Recipient

SOUL won three awards in The Society of Publication Designers 59th annual competition! The publication was in great company this year (Fast Company, The New York Times, The Verge, etc) and took home two golds and one silver:

Gold for Cover, Design, Independent Publishing

Gold for Homepage Design, Digital

Silver for Web/HTML Typography, Digital

Objective & Contributions

I pitched myself as an art director to fashion & beauty photographer Samantha Jane of SisterBrother MGMT for this assignment. My responsibilities included coming up with a concept; visual research; crafting a creative direction deck for the crew and talent; on-set art direction of photography, hair, makeup and wardrobe styling; and providing feedback on selections, retouching and editing style.

Inspired in part by AnOther Magazine, Self-Service and groovy mixed typography, the promo narrates pure delightfulness. This was then translated to a bespoke online zine experience created as an extension of this wonderful crew, talent and the work we all created in collaboration with one another.

Click here to view the stylescape and visual research I curated for the photoshoot (each of the five models was provided their own hair, makeup and posing inspiration). Click here to view the stylescape and visual research I curated for the SOUL zine.

Online Zine

After the print design for SOUL was completed, it was then translated to a bespoke web zine using Readymag. This website is custom formatted for desktop, tablet and mobile devices to ensure the integrity of the editorial experience. Visit the link here to see more of SOUL online.