IHK Launch Issue

The challenge

Music media keeps flattening into the same recycled listicles. IHK had to arrive with a point of view on day one. I wanted 222uesday to feel less like a traditional blog and more like a cultural publication. I pulled from the visual language of my era's music magazines and digital culture. - the 99's and 00s. The vision is to reinterpret it for today's platforms.

The idea

Lead with the interview. Long-form, unhurried conversations with artists and creators, art-directed like a print magazine that happens to live online.

The execution

1. 01Defined the editorial voice, sections and publishing rhythm
2. 02Built a duotone visual system distinct from 222uesday but clearly related
3. 03Commissioned and edited a nine-story launch slate
4. 04Produced a cover film and companion social cutdowns