The goal was to create a brand and publication design for a magazine that does not already exist. Specifically, we were told to reach outside of our comfort zone for this project and create a magazine we usually wouldn't read, focusing on the study of the content reaching a certain target market.

I chose a publication brand all about rap music, showing attitude within the brand. This was unlike my style of design and really pushed me creatively. Through design, SWAY brings the hottest news of rap to the world by focusing on its strong attitude and bold voice it brings to the table. By merging the art of rap and pop culture, SWAY incites the edgy, the unconventional, the bold, and the inspired. The brand itself presents the latest emerging news in rap with a focus on the variety of ways the audience can connect with their favorite rap and music stars.

This project has received a lot of success, already winning a silver medal in ICDE book competition in 2020. It was also well received by my peers and professor, as I nailed the aesthetic and voice of the brand for something so outside of my comfort zone.