Photographer Luke Copping came to me late last year with a new promotional idea. He wanted to present his top images not in a portfolio but instead in a magazine format. In the few years we’ve been working together on his branding, we’ve collaborated on a number of web and print promos but in Luke’s true style, it was time to push the envelope. You’ve probably noticed the trend of bloggers putting out their own magazines and this seemed like a natural transition for Luke as well. With on-demand self-publishing becoming an increasingly affordable option, photographers can self-promote in ways that seemed incredibly out of reach just a few short years ago.

Photographers know their work better than anyone and after Luke had selected his top images and mocked up a dummy issue, I started playing around with layouts and type-driven introductions for each themed series.

I’ve worked with a lot of photographers and my number one goal as a designer is to never overpower their work. I believe that less is more. Great photographers’ work stands on its own and the accompanying branding should accentuate it, not distract. Because of this, I kept the layouts and overall design fairly minimal.

The outcome was 58 page perfect-bound magazine with matte pages. I commend Luke for constantly being on the lookout for the next promotional vehicle to elevate his brand. It’s been great participating in the evolution from the creation of an identity to print and web promos to premium business cards and now, a print magazine.

P.S. You can read about Luke’s take on the project here.