Client
Tools
Currently, the Insider is a HTML newsletter sent out bi-weekly to club members. It's format is basic and focuses on traditional hierarchy. To elevate the publication, it needed a more dynamic and comprehensive design that grows from Sierra Club's brand identity and guidelines. The cover should entice the reader to take a journey through the various spreads, be informed, and excited Sierra Club's campaigns.
To organize internal content, I utilized a 10 x 10 grid within InDesign with .125 inch gutters. In keeping with the themes of nature, environmental protection, and travel each spread was sketched to feature ample photography and illustration.
The final designs reflect Sierra Club members' love of the environment and the organization's coverage of important issues, campaigns, and events while engaging the reader with beautiful illustrations and photography. The need for beautiful photographs and cover art provides a perfect opportunity to employ local artists, further grounding the publication into the community.
Custom masthead
Scalable system
Vector illustration
Nature & wildlife
Vintage / mid-century
Explore & grow
Citrus Gothic typefaces
Sierra Club brand colors
Palette based on season
Landscape silhouette
Spans cover + back cover
The artwork is the star, and spans from the front to the back covers, giving plenty of opportunity for the reader to enjoy it's beauty and scope.
Typographical elements are kept to a minimum to ensure we can appreciate each issue's beauty.
The beauty doesn't end at the covers. Inside the magazine, each spread enjoys a playful combination of photography, illustration, and dynamic typography to keep us traveling along and discovering how we can take part of Sierra Club's mission. As a members magazine, we want to ensure important information is communicated in a manner that feels personal to the reader.
Imagery combines with graphics to help us quickly scan information, and then return later to dive in deeper.
We turned a basic and boring HTML email campaign into an illustrative and compelling magazine. This was a concept design created for a class project and not directly for Sierra Club, so we are unable to pull final metrics from reader engagement. However, it's clear that we have elevated the publication to a new level and created an artifact that if published to Sierra Club members, would be a collectable and treasured addition to their home libraries.
