Independent Publishing

Mutt Magazine

 

In response to my passion for print I chose to partake in the live project with Stack Magazines, where we were given the opportunity to devise a brand new stand-alone niche publication and propose a way to fund it. Working in teams of three as the editorial and design team, we were responsible for every element, including all written and visual communication plus all promotional aspects.

 

Our idea stemmed once we had attended a talk with Seán-Degan Wood, Editor-in-Chief of Positive News, who defined the Third Wave of Print as "A new wave of magazine makers who believe in the message of their magazines and publishers who are concerned with the process of making magazines". This notion of creating with compassion for the cause and forming emotional bonds with our consumer base highly resonated with us and led us in the direction of creating a publication with an overriding theme in which each creator is passionately devoted to/could potentially promote positive social change.

 

The representation of rescue dogs was chosen after extensive analysis of the industry and as such, the realisation that no established publications were focusing on rescue dogs/the contemporary crisis of dog abandonment. To stray from the negative connotations attached to the disheartening topic, we chose to let the personality of dogs inspire our aesthetic, while simultaneously distancing Mutt from the minimal aesthetic of popular dog/animal focused magazines. 

 

Our mission with Mutt Mag is to celebrate rescue dogs by awarding them the love they deserve, peeking through the keyholes of families and their happy hounds to offer an undocumented glimpse into their second chance at a forever home. We deemed Home as an appropriate topic to launch the first issue and establish the publication’s tone of voice and approach. Mutt Mag consists of meaningful content and heartfelt stories from individuals who have rescued their dogs and how they have welcomed their pet into its new home, evaluating the impact it has had on their life. Inspired by dogs themselves, we strive to embed a fun and enthusiastic approach to an otherwise disheartening topic, with love, care and dedication embedded into every turn of the page.

 

For Issue One, Mutt Mag focuses on the concept of ‘Home’ and has been lovingly created to evoke the feelings of belonging and excitement as experienced when welcoming your newest family member. Inside, Mutt Mag strives to represent rescue dogs from all walks of life. We chat to John Bond about his first solo exhibition ‘Best in Show’, Kristina Suvorova illustrates her interpretation of bringing your rescue dog home and Henry Garrett of Drawings of Dogs expresses the impact of his rescue dog Billie on his life and work. 

 

Mutt Mag strives to inform that dog ownership doesn't come without its challenges, to better the future for rescue dogs and to encourage consumer motivations to play their part in the changing of perceptions, in turn, increasing the success rate of rescue dogs achieving their second chance at a forever home.

 

Mutt Mag was launched on May 24th 2017 at The Lacehouse in Nottingham. The team was responsible for the promotional aspects, the setting up, the arrangement of the launch and the pitching to industry experts. After enjoying every step of creating Mutt Mag, the team and I decided to continue on the Mutt Mag journey post-university. 

 

Mutt was shortlisted as Student Magazine of the Year by the 2017 Stack Magazines Awards.

Independent Publishing
ROLE

Co-Founder
Idea Generation
Concept Development
Art / Creative Direction

Artworker

Editorial Design
Writer
Promotion

Adobe InDesign

Adobe Photoshop

Adobe Premiere Pro

Alice Harrison

Jay Harris

Rosie Spence

 

PROGRAMS 
CREDITS

 

magCulture

270 St John St, Clerkenwell,

London EC1V 4PE

www.magculture.com

 

Fetch & Follow

13- 23 Westgate St,

London E8 3RL

www.fetchandfollow.co.uk

 

Athenaeum Nieuwscentrum

Spui 14, 1012 RM

Amsterdam, Netherlands

www.athenaeum.nl

CREDITS
STORES
MAGAZINE FLAT PLAN

 

We created our magazine flat plan to experiment with layout, edit and present to Stack Magazines prior to the creation of the physical publication.

FLAT PLANS
LOGO DEVELOPMENT
 

 

Through Mutt Mag’s visuals we aim to subvert the negative misconceptions regarding rescue dogs by manifesting the dog's personalities through our exuberant and stimulating aesthetic.

 

We took inspiration from areas outside of our subject matter, for example architecture, to allow unpredictable inspiration to inform aesthetic and represent an unconventional approach, with a graphical and fashion-driven edge.

As readers of independent magazines, we have become arguably conditioned to the minimal and paired-back visual style of modernised publications, so much so that this aesthetic has filtered down into dog magazines. Here at Mutt Mag, our creative concept aims to appreciate the vibrant, energetic and sometimes chaotic nature of dogs.

 

 

 

 

 

 

 

 

 

As detailed below, for our logo we carried out primary research with our proposed consumer base regarding their initial perceptions of the logo and the message/brand this would portray. 

We analysed logos of popular publications, experimented with literal interpretations and finally ended up creating our own original typography to create our final logo.

 

 

 

 

 

 

 

 

 
FRONT COVER

 

When designing the front cover I decided to design the layout with simplicity in mind, ensuring the bespoke logo and original image of our rescue dog Phoebe would catch the eye of our readers. The eye motif further heightens our playful and positive approach to our aesthetic and will remain iconic to our future covers. The eye also somewhat shadows the identity of Phoebe, to enhance inclusivity regarding our theme of rescue dogs, further suggesting that Phoebe on the front cover is a representative of the uncountable number of dogs that need our help and need the misconceptions associated with them subverted. 

Inspired by dogs themselves, Mutt Mag’s design takes a fun, positive and energetic approach to aesthetic with love, care and dedication embedded into every turn of the page. Through bold eccentric colours and self-made geometric shapes, the publication has been designed to attract both dog lovers and design enthusiasts. 

Below shows images of Mutt Magazine, including artwork from Kristina Suvorova who illustrates her interpretation of bringing her rescue dog home and Henry Garrett of Drawings of Dogs who expresses the impact of his rescue dog Billie on his life and work. 

 
PRINTED PUBLICATION
 
 

It wouldn't be fair to only create for the humans, so we created Mutt Mail as a supplement for our furry friends. Playing off the connotations of dogs and their desire to fetch, or sometimes destroy our newspapers, we decided to design and print the supplement to fit this narrative.

The tagline 'Free to a good home' further embeds our values of Mutt Magazine in championing rescue dog adoption and hoping our readers share the same values. The images detail a highlights of Ted's walk. All images are printed in the colour spectrum that dogs see in. 

Mutt Mail was designed with the dog in mind, a distraction for the dog while our readers take the time to enjoy Mutt Magazine.

Mutt was shortlisted as Student Magazine of the Year by the 2017 Stack Magazines Awards.

Mutt Magazine was requested by shops in London and Amsterdam:

 

magCulture

270 St John St, Clerkenwell,

London EC1V 4PE

www.magculture.com

Fetch & Follow

13- 23 Westgate St,

London E8 3RL

www.fetchandfollow.co.uk

Athenaeum Nieuwscentrum

Spui 14, 1012 RM

Amsterdam, Netherlands

www.athenaeum.nl

social media support

Mutt Magazine is shared on social media by collaborators, consumers and magazines for its bold aesthetic, heart-warming stories and charitable cause.

MUTT MAIL
DISTRIBUTION
A MESSAGE FROM OUR COLLABORATORS...
HAPPY CUSTOMERS!

HELLO

 
HAPPY MAKERS!
Mutt was nominated as Student Magazine of the Year by the 2017 Stack Magazines Awards.

&...

All images © Alice Harrison 2019