G-SHOCK Magazine
This was the first large-scale project completed as art director. Our task was to launch, creative direct and reward Casio’s loyal fanbase of G-SHOCK customers with a stunning collector’s edition magazine.
The project was debuted in the Middle East as the first publication of its kind. We had the pleasure of working with the core Casio team in Japan as well as some of the most influential brand ambassadors in the region.
Creative Direction, Art Direction, Print Design
Creating design concepts for multiple corporate teams in my agency, the Casio office in Dubai as well as the flagship team in Japan was a vast responsibility. Sketches, concepts and art direction needed to respect over 50 years of history as well as define new culturally-relevant trends that would excite and encourage the brands most passionate collectors to respond to this idea.
The solution was broken down in to several visual territories that we had to deliver on; high level photography directions that shared the story of local ambassadors, highly-conceptual sketches that would become illustration pieces within the magazine pages and a new brand identity for G-SHOCK’s magazine that came with a new logo, typeface usage and colour set.
Understanding the meaning of G-SHOCK’s creation was a great inspiration for the project. My ideas/sketches focused on selling what mattered about the products in a cool, discreet and trendy way - a concept for the inside cover was a mythical snake-like creature with an infinite form of protective scales, this was to represent the toughness and history behind these rugged products.
This project had all of the exposure and experience I needed at such a young stage in my career. I was thrown into a situation where I was representing a 50 year old company in a region they had never expressed themselves, to their most dedicated audience.
A summary of the deliverables would be; full creation of a printed magazine that was printed locally in the region, development of the graphic design styling for the magazine with colours, fonts and a new logo, customised vector and digital illustrations with a responsibility of representing Japan and the Middle East respectively, as well as managing creatives, collaborators, photoshoots and presentations with Japan’s head office.
The above set of product collages were created using G-SHOCK asset libraries as well as custom photoshoots in the region.
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