É a sua cara! (Época São Paulo)
Spreads from the 12 pages cover-story "É a sua cara!" (something like "Made for You!")
On that month, Dani Doneda (art editor) was enjoying her vacations in sunny Bahia (NE Brazil) while I was in charge of the magazine, as a replacement art-editor.
So it was more about briefing the illustrators, coordinating the designers, directing the photographers, monitoring the whole process of making a magazine. Samuel, Mayra e Luciana (our three designers) did the entire mag and I was "just" directing and helping them out, as needed.
The story is a list of 30 home-made services and products, fully-customized for the client. But since the very beggining we thought of having great portraits of the product makers instead of having great stills of the products. We wanted to show the reader who are these "masters of customization" in the city of São Paulo. The list follows names, from custom-bike makers to gardens, shoes and dinners.
Thinking of portraits, I decided to call one of my favorites photographers nowadays: Victor Affaro. He´s young and his work is really good. He lived in London and NYC for a while and he´s work is very up-to-date. Nice colours, contrats and expressions. He makes the characters really confortable for the shoot.
I could not be with Victor at all the shoots, but the ones I´ve participated, I really enjoyed talking to the characters, listening to their stories and being part of whole process which is making a magazine. It is definately not about receiving the pictures thorugh FTP and putting them onto the page. We are telling stories to our readers, we must know the context, to tell the storie through the page designs.
On this story design, I decided to explorer a bit more our 12 columns grid. There are two types of text (two different hierarchies), 25 small stories and 5 big ones (those with the portraits). So I decided to differ the two types of information, with different column sizes. The small ones goes in two columns, 3 columns size each (6 columns in total). The big ones goes with one column of 5 columns and there´s a blank column dividing both types of info, along with the 1pt wavy stroke.
There´s also a change of typefaces to enforce the information differences, increasing the hierarchy. The small texts are in VistaSans Regular and the big one, in Nexus-Serif Regular. Sans-serifs in small columns, strong serif in large column.
In the end, I think the page layouts are very classic and formal, but the good use of the grid and typefaces makes it very modern and joyable to read.
Art Direction by Rodolfo França
Words by Laura Lopes and Camila Hessel
Portraits by Victor Affaro

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