Objective

Verdant magazine is a fictitious quarterly publication that is dedicated to all things houseplants. The magazine provides extensive knowledge on houseplant care, offers inspiration on how to transform your space into a lush oasis and shares the latest benefits that people can reap from incorporating houseplants into their lives. Verdant was created with a middle class demographic in mind, aged between 25 and 40 years old. The people of this demographic are city dwellers, yet they are attuned to the beauty and well-being that nature provides. Most notable about Verdant's audience is their desire to be well informed on their passions. By celebrating their customers' unique attributes, Verdant is able to curate a thoughtful and aesthetically satisfying publication.

Overview

A clean and contemporary design approach is conveyed throughout all Verdant issues. The masthead called for a typeface that would queue up visual interest without being overtly trendy. With these type requirements in mind, Plantin, a serif typeface, was selected for its subtle personality that is seen through its stylized teardrop terminals and wedge serifs. White space and a grid system is intentionally utilized to create an airy layout that simultaneously helps create a calming read for the audience. Photography is widely used throughout the magazine drawing the reader's interest to the articles. Imagery style is natural and candid, further strengthening the Verdant ideal to relate to their readers. These design decisions allow Verdant to inspire its readers every issue.