Over the years Rolling Stone has lost much of the edge which made it unique and so revolutionary, largely due to focusing on its expanding its own brand image. This redesign of the magazine moves it away from its clean, corporate minimalism and adds a humanist edge that references the Fluxus movement that was prevalent during the early days of the magazine.
The visual language uses collage and analog techniques such as risograph to achieve this more "human touch" look. The editorial voice refocuses upon emerging and new voices rather than catering to established celebrity voices. This is evident in the redesign of the cover, which eschews the typical Rolling Stone cover format to allow the cover to be less formulaic and adaptable.