2024 — 2025
LORE
concluded
Visual identity for the LORE journal
Editorial concept and layout system
Grid and typographic structure
Book design and production support
Identity and editorial design for Future Commerce’s 2024 journal.
LORE is Future Commerce’s 2024 journal, developed as a long-form editorial project exploring how stories are built, transmitted, and transformed over time. I was responsible for the visual identity and editorial design of the publication, working closely with missouri-based studio All True and Future Commerce team throughout the process. The project spans both brand and editorial design, treating the journal itself as a system rather than a single object.
LORE was conceived as something that evolves as it unfolds. The central idea was to reflect how lore moves through time — starting from structured knowledge and gradually becoming layered, fragmented, and complex.
Brand concept and approach
Lore is approached as a story that begins in structured history and gradually becomes more layered, complex, and chaotic, like a woven tapestry or quilt of evolving knowledge.
Two main graphic solutions to translate this concept, both editorially and as an identity/brand:
a. A grid/layout system that evolves from the start to finish, from a more classical style (see Van De Graaf canon as a starting grid) to a chaotic and complex style, that mixes typography, that subverts classic alignments and proportions etc.
b. We have a proverb in Portuguese that literally translates to “Whoever tells a tale, adds a stop." (stop meaning punctuation mark, a period), here, the “stop” is the stitch. As the brand evolves grids melt together, elements super-impose, stitches are added.
Colour was very much a feelings-based approach at first, as if one was visiting a knitting and fabrics habedashery and looking into a whole array of thread colours.
How the brand translates to
the printed page
The biggest challenge with an object like this is finding a balance between a cohesive 'whole' and its dynamic and individual parts (ie. the articles.) The goal was to find a system I could quickly replicate but still bend whenever needed deppending on each article's subject matter and intentions.
