Project Overview

Archetype was an independent high-fashion editorial magazine conceived and launched by a creative collaborator with a clear vision and an appetite for something genuinely different. I came on as Brand Lead and Creative Director responsible for bringing that vision to life as a tangible, shelf-worthy product.

Challenge

Building a fashion magazine from nothing; no brand, no template, no production infrastructure and getting it to a standard worthy of national retail distribution. The work required range: brand identity, editorial design, photo editing, and full press-ready production, all with the craft and confidence of an established publication.

My Role

Brand Lead and Creative Director — led all design from brand identity through editorial layout and print production. Collaborated closely with the founder on creative vision while owning all design execution independently. Also served as photo editor, curating and directing visual content across both issues.

Deliverables

Full brand identity including logo and brand assets · Editorial layout template · Complete design and layout for Issues 1 and 2 · Press-ready production files for international print distribution

Outcome

Archetype achieved national retail distribution through Indigo bookstores across Canada, a significant milestone for an independent fashion publication. The magazine was received well within its niche, and the quality of the physical product spoke for itself. Seeing it on shelves was a full-circle creative moment.