What began as a conversation about her family’s New York watertower home quickly turned into Alanna Sutherland’s exciting idea to develop her fashion Tumblr into something substantial, an online editorial magazine for written and visual pieces to be featured quarterly. We were charged with the formative brand and identity project to define the tone of the magazine; keenly fashionable and unapologetically indulgent.

Our exploration of form, color, pattern, and illustration culminated in a satisfying array of imagery as verbose as it was exacting.

Towerhouse Magazine Brand and Identity by Jolly Edition
The only thing broad stroked about the identity was the handpainted logotype forming the baseline for the more regimented design to sit upon.
Towerhouse Magazine Brand and Identity by Jolly Edition
Left: Fun, playful neon and pastel patterns based on Alanna's favorite striped hard candy. Right: Defining Towerhouse's editorial tone for social media.
Towerhouse Magazine Brand and Identity by Jolly Edition
The Towerhouse interface. Our biggest challenge was to define an extensible, liberal use of color to replace photography, which was largely unavailable, turning a problem into a feature.
Towerhouse Magazine Brand and Identity by Jolly Edition
Individual article pages in the interface.
Towerhouse Magazine Brand and Identity by Jolly Edition
Print and design collateral.

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