ÂťHobbystaÂŤÂ (Hobbyist) publishing house is a fictional company that I came up with that publishes hobby-related magazines. Its visual identity is a core of my BA final major project, which also features a redesign of 3 magazines that actually exist in Poland – ÂťThe World of CarpÂŤ,Â ÂťMy Friend DogÂŤÂ andÂ ÂťThe GardenerÂŤ.
The idea first came to me on a plane when I noticed a man reading ÂťThe World of CarpÂŤ magazine. I observed him for the entire journey â he read it from cover to cover during the flight which I found very surprising, not only because of the bizarre subject, but mostly because I rarely see people doing that in case of magazines.
It wasnât until later – after I told my friends about it as an anecdote, that I was made aware of the fact that this particular type of periodicals are the only ones that had not suffered from digitalisation of press. In fact, research shows that their reader-base is as strong as ever. For me it was a very interesting discovery â according to my observations everything is extremely dependent on appearances nowadays and thus if you have a publication that is not eye-catching and decently designed, itâs mostly dead within a couple of months. I started looking at other hobby-related periodicals and found out that most of them are, paradoxically, the opposite of that. In Poland, theyâre are mostly published by very small publishers run by fans and design is usually the last thing on their mind.
Thatâs when I thought that having one publishing house that would own all of these titles could be, in fact, a very prosperous business. But, apart from the entrepreneurial value of this idea, I felt like it could give me a lot of space to experiment and have some fun with typography and layout. I really wanted to make those look hip.
ÂťThe World of CarpÂŤ is being printed at the moment and you can find fragments of the design here.
First of all though, I had to focus on the branding. My idea was for it to be simple yet playful – the logo I came up with roughly refers to DIY trend (one of many inspiration sources wereÂ tools). This reference is further enhanced by the use of grey cardboard. I decided to counter the harshness with golden foilÂ to keep the balance and give it a hint of elegance.
The tagline that I came up with translates to:Â ÂťFrom passion to passionÂŤÂ and can be easily adjusted for marketing of each of the magazines â ÂťFrom passion to fishingÂŤ, ÂťFrom passion to dogsÂŤ and ÂťFrom passion to gardeningÂŤ (sounds much better in Polish).