We were approached to totally rebrand and redesign a fashion industry magazine to appeal to an international audience. In close collaboration with Photographer MIGUEL FLOR, who acts as creative director and editor for the publication, we named, branded, designed and art directed PRINÇIPAL MAGAZINE.Published quarterly in Portugal for MODAPORTUGAL, the magazine portrays stories on Portuguese fashion, industry and designers, with the country’s geography and professional talent at its backdrop.From a design perspective, the challenge was to design a bilingual magazine that wouldn’t fall on two of its main tropes: the Portuguese-English text side-by-side, or one of the languages sub-set on a section towards the end of the magazine. The approach was to develop two total different layouts, set in different typefaces, to present the magazine content in a sequential visual flow.With each published issue of PRINCIPAL, the design and art direction of the magazine has been evolving towards a balance between journalistic depth and progressive visual aesthetics. The creative direction established for the magazine favors a realistic and documental approach to fashion photography, placing its subjects in real-world environments and capturing them earnestly.
Fonte da Telha video
For Prinçipal 19 we directed two videos for Fonte da Telha, an editorial shot by artist/photographer José Pedro Cortes at Fonte da Telha, Costa da Caparica, a coastal semi-urban beach located south of Lisbon. This place-specific editorial, burrows on a previous project by the artist, Costa, that surveys the area idiosyncrasy and light-washed beauty.A second session was shot indoors, at the artist’s studio, for which we directed Fonte da Telha II. All the videos are shot and edited by Mountain Superstudio in scavenger mode, as usually the main focus of the editorials is the photographic output. As in the major part of our video work, music is produced post-video-editing by Lisbon based sound and media-artist André Gonçalves, and co-exists with the video footage residual sounds.