MOUNTAIN SUPERSTUDIO™
MOUNTAIN SUPERSTUDIO™
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MOUNTAIN SUPERSTUDIO™

Prinçipal 20

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 Prinçipal, 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.

COVER, SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20 © 2017

COVER, SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20 © 2017

IFC AND EDITOR'S NOTE, SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, IFC–P. 1 © 2017

EDITOR'S NOTE, SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 2–3 © 2017

SANGUE NOVO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 4–5 © 2017

SANGUE NOVO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 6–7 © 2017

SANGUE NOVO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 8–9 © 2017

SANGUE NOVO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 10–11 © 2017

SANGUE NOVO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 14–15 © 2017

SANGUE NOVO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 16–17 © 2017

SANGUE NOVO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 18–19 © 2017

SANGUE NOVO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 20–21 © 2017

SANGUE NOVO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 22–23 © 2017

SANGUE NOVO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 24–25 © 2017

SANGUE NOVO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 28–29 © 2017

SANGUE NOVO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 30–31 © 2017

ALEXANDRA MOURA, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 58–59 © 2017

ALEXANDRA MOURA, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 60–61 © 2017

ALEXANDRA MOURA, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 62–63 © 2017

ALEXANDRA MOURA, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 64–65 © 2017

ALEXANDRA MOURA, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 66–67 © 2017

ALEXANDRA MOURA, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 68–69 © 2017

ALEXANDRA MOURA, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 70–71 © 2017

ALEXANDRA MOURA, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 72–73 © 2017

ALEXANDRA MOURA, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 74–75 © 2017

ALEXANDRA MOURA, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 76–77 © 2017

ALEXANDRA MOURA, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 78–79 © 2017

ALEXANDRA MOURA, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 80–81 © 2017

FILIPE AUGUSTO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 98–99 © 2017

FILIPE AUGUSTO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 100–101 © 2017

FILIPE AUGUSTO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 102–103 © 2017

FILIPE AUGUSTO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 104–105 © 2017

FILIPE AUGUSTO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 106–107 © 2017

FILIPE AUGUSTO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 108–109 © 2017

FILIPE AUGUSTO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 110–111 © 2017

FILIPE AUGUSTO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 112–113 © 2017

COUCE 41.159106, -8.486786, A STORY SHOT BY NUNO VIEIRA FOR PRINÇIPAL 20, PP. 122–123 © 2017

COUCE 41.159106, -8.486786, A STORY SHOT BY NUNO VIEIRA FOR PRINÇIPAL 20, PP. 126–127 © 2017

COUCE 41.159106, -8.486786, A STORY SHOT BY NUNO VIEIRA FOR PRINÇIPAL 20, PP. 128–129 © 2017

COUCE 41.159106, -8.486786, A STORY SHOT BY NUNO VIEIRA FOR PRINÇIPAL 20, PP. 130–131 © 2017

COUCE 41.159106, -8.486786, A STORY SHOT BY NUNO VIEIRA FOR PRINÇIPAL 20, PP. 134–135 © 2017

COUCE 41.159106, -8.486786, A STORY SHOT BY NUNO VIEIRA FOR PRINÇIPAL 20, PP. 136–137 © 2017

COUCE 41.159106, -8.486786, A STORY SHOT BY NUNO VIEIRA FOR PRINÇIPAL 20, PP. 138–139 © 2017

COUCE 41.159106, -8.486786, A STORY SHOT BY NUNO VIEIRA FOR PRINÇIPAL 20, PP. 140–141 © 2017

RIBEIRO DO CAVALO 38.443847, -9.136415, A STORY SHOT BY JOÃO OCTÁVIO FOR PRINÇIPAL 20, PP. 156–157 © 2017

RIBEIRO DO CAVALO 38.443847, -9.136415, A STORY SHOT BY JOÃO OCTÁVIO FOR PRINÇIPAL 20, PP. 158–159 © 2017

RIBEIRO DO CAVALO 38.443847, -9.136415, A STORY SHOT BY JOÃO OCTÁVIO FOR PRINÇIPAL 20, PP. 160–161 © 2017

RIBEIRO DO CAVALO 38.443847, -9.136415, A STORY SHOT BY JOÃO OCTÁVIO FOR PRINÇIPAL 20, PP. 162–163 © 2017

RIBEIRO DO CAVALO 38.443847, -9.136415, A STORY SHOT BY JOÃO OCTÁVIO FOR PRINÇIPAL 20, PP. 170–171 © 2017

STOCKISTS, PP. 172–173 © 2017

IMPRINT, AND IBC SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, P. 176–IBC © 2017

BACK COVER, SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20 © 2017

SANGUE NOVO, PP. 34–35 © 2017

SANGUE NOVO, PP. 38–39 © 2017

SANGUE NOVO, PP. 40–41 © 2017

SANGUE NOVO, PP. 42–43 © 2017

SANGUE NOVO, PP. 44–45 © 2017

THE TAILOR OF MODERN TIMES, PP. 46–47 © 2017

THE TAILOR OF MODERN TIMES, PP. 50–51 © 2017

THE TAILOR OF MODERN TIMES, PP. 52–53 © 2017

THE TAILOR OF MODERN TIMES, PP. 54–55 © 2017

A STRONG CONCEPT, PP. 82–83 © 2017

A STRONG CONCEPT, PP. 86–87 © 2017

A STRONG CONCEPT, PP. 88–89 © 2017

A STRONG CONCEPT, PP. 90–91 © 2017

A STRONG CONCEPT, PP. 92–93 © 2017

A STRONG CONCEPT, PP. 94–95 © 2017

HARVESTS, PP. 114–115 © 2017

HARVESTS, PP. 116–117 © 2017

HARVESTS, PP. 118–119 © 2017

HARVESTS, PP. 120–121 © 2017

PERFECTLY PERFECT, PP. 144–145 © 2017

PERFECTLY PERFECT, PP. 146–147 © 2017

PERFECTLY PERFECT, PP. 150–151 © 2017

PERFECTLY PERFECT, PP. 152–153 © 2017

PERFECTLY PERFECT, PP. 154–155 © 2017

Alexandra Moura video

ALEXANDRA MOURA, A VIDEO BY MOUNTAIN SUPERSTUDIO FOR PRINÇIPAL 20 © 2018

Sangue Novo video

SANGUE NOVO, A VIDEO BY MOUNTAIN SUPERSTUDIO FOR PRINÇIPAL 20 © 2018

MOUNTAIN SUPERSTUDIO™

Prinçipal 20

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 Prinçipal, 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.

COVER, SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20 © 2017

COVER, SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20 © 2017

EDITOR'S NOTE AND IFC SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, IFC–P. 1 © 2017

EDITOR'S NOTE, SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 2–3 © 2017

SANGUE NOVO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 4–5 © 2017

SANGUE NOVO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 6–7 © 2017

SANGUE NOVO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 8–9 © 2017

SANGUE NOVO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 10–11 © 2017

SANGUE NOVO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 14–15 © 2017

SANGUE NOVO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 16–17 © 2017

SANGUE NOVO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 18–19 © 2017

SANGUE NOVO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 20–21 © 2017

SANGUE NOVO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 22–23 © 2017

SANGUE NOVO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 24–25 © 2017

SANGUE NOVO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 28–29 © 2017

SANGUE NOVO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 30–31 © 2017

ALEXANDRA MOURA, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 58–59 © 2017

ALEXANDRA MOURA, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 60–61 © 2017

ALEXANDRA MOURA, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 62–63 © 2017

ALEXANDRA MOURA, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 64–65 © 2017

ALEXANDRA MOURA, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 66–67 © 2017

ALEXANDRA MOURA, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 68–69 © 2017

ALEXANDRA MOURA, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 70–71 © 2017

ALEXANDRA MOURA, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 72–73 © 2017

ALEXANDRA MOURA, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 74–75 © 2017

ALEXANDRA MOURA, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 76–77 © 2017

ALEXANDRA MOURA, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 78–79 © 2017

ALEXANDRA MOURA, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 80–81 © 2017

FILIPE AUGUSTO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 98–99 © 2017

FILIPE AUGUSTO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 100–101 © 2017

FILIPE AUGUSTO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 102–103 © 2017

FILIPE AUGUSTO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 104–105 © 2017

FILIPE AUGUSTO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 106–107 © 2017

FILIPE AUGUSTO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 108–109 © 2017

FILIPE AUGUSTO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 110–111 © 2017

FILIPE AUGUSTO, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20, PP. 112–113 © 2017

COUCE 41.159106, -8.486786, A STORY SHOT BY NUNO VIEIRA FOR PRINÇIPAL 20, PP. 122–123 © 2017

COUCE 41.159106, -8.486786, A STORY SHOT BY NUNO VIEIRA FOR PRINÇIPAL 20, PP. 126–127 © 2017

COUCE 41.159106, -8.486786, A STORY SHOT BY NUNO VIEIRA FOR PRINÇIPAL 20, PP. 128–129 © 2017

COUCE 41.159106, -8.486786, A STORY SHOT BY NUNO VIEIRA FOR PRINÇIPAL 20, PP. 130–131 © 2017

COUCE 41.159106, -8.486786, A STORY SHOT BY NUNO VIEIRA FOR PRINÇIPAL 20, PP. 134–135 © 2017

COUCE 41.159106, -8.486786, A STORY SHOT BY NUNO VIEIRA FOR PRINÇIPAL 20, PP. 136–137 © 2017

COUCE 41.159106, -8.486786, A STORY SHOT BY NUNO VIEIRA FOR PRINÇIPAL 20, PP. 138–139 © 2017

COUCE 41.159106, -8.486786, A STORY SHOT BY NUNO VIEIRA FOR PRINÇIPAL 20, PP. 140–141 © 2017

RIBEIRO DO CAVALO 38.443847, -9.136415, A STORY SHOT BY JOÃO OCTÁVIO FOR PRINÇIPAL 20, PP. 156–157 © 2017

RIBEIRO DO CAVALO 38.443847, -9.136415, A STORY SHOT BY JOÃO OCTÁVIO FOR PRINÇIPAL 20, PP. 158–159 © 2017

RIBEIRO DO CAVALO 38.443847, -9.136415, A STORY SHOT BY JOÃO OCTÁVIO FOR PRINÇIPAL 20, PP. 160–161 © 2017

RIBEIRO DO CAVALO 38.443847, -9.136415, A STORY SHOT BY JOÃO OCTÁVIO FOR PRINÇIPAL 20, PP. 162–163 © 2017

RIBEIRO DO CAVALO 38.443847, -9.136415, A STORY SHOT BY JOÃO OCTÁVIO FOR PRINÇIPAL 20, PP. 170–171 © 2017

STOCKISTS, PP. 172–173 © 2017

IMPRINT, IBC SHOT BY MIGIUEL FLOR FOR PRINÇIPAL 20, P. 176–IBC © 2017

BACK COVER, SHOT BY MIGUEL FLOR FOR PRINÇIPAL 20 © 2017

SANGUE NOVO, PP. 34–35 © 2017

SANGUE NOVO, PP. 38–39 © 2017

SANGUE NOVO, PP. 40–41 © 2017

SANGUE NOVO, PP. 42–43 © 2017

SANGUE NOVO, PP. 44–45 © 2017

THE TAILOR OF MODERN TIMES, PP. 46–47 © 2017

THE TAILOR OF MODERN TIMES, PP. 50–51 © 2017

THE TAILOR OF MODERN TIMES, PP. 52–53 © 2017

THE TAILOR OF MODERN TIMES, PP. 54–55 © 2017

A STRONG CONCEPT, PP. 82–83 © 2017

A STRONG CONCEPT, PP. 86–87 © 2017

A STRONG CONCEPT, PP. 88–89 © 2017

A STRONG CONCEPT, PP. 90–91 © 2017

A STRONG CONCEPT, PP. 92–93 © 2017

A STRONG CONCEPT, PP. 94–95 © 2017

HARVESTS, PP. 114–115 © 2017

HARVESTS, PP. 116–117 © 2017

HARVESTS, PP. 118–119 © 2017

HARVESTS, PP. 120–121 © 2017

PERFECTLY PERFECT, PP. 144–145 © 2017

PERFECTLY PERFECT, PP. 146–147 © 2017

PERFECTLY PERFECT, PP. 150–151 © 2017

PERFECTLY PERFECT, PP. 152–153 © 2017

PERFECTLY PERFECT, PP. 154–155 © 2017

Alexandra Moura video

ALEXANDRA MOURA, A VIDEO BY MOUNTAIN SUPERSTUDIO FOR PRINÇIPAL 20 © 2018

Sangue Novo video

SANGUE NOVO, A VIDEO BY MOUNTAIN SUPERSTUDIO FOR PRINÇIPAL 20 © 2018