PETRIe is an independent publication, striving to tell diverse and representative stories and elevate non-mainstream voices. Established and emerging contributors give voice to often ignored topics, pushing the boundaries of journalistic genres, as they call for a deeper, more meaningful form of engaging with issues at hand.
I was commissioned as design & art director in 2015 and tasked with a complete editorial redesign of the printed edition of PETRIe Magazine, aimed at aligning its strategic vision and visual language. Over the course of three years I have led and created a design team of two.
The solution was a long-lasting hardback coffee table bookazine and a curated approach to editorial design going beyond mere aesthetics. The initial, emotional response to stunning frames is paralleled by insightful after-thought, led by the meaningful dialogue between text and image; this ensures readability and anchors the reader in a more substantial experience. Each publication is accompanied by a social campaign and additional insightful content on petrieinventory.com.
The design has established and manifested a clear and recognisable visual language for the magazine. It is sold online as well as through selected stockists internationally, such as the Tate in London and Bookmark in New York. PETRIe was part of Frieze's reading room, was launched in collaboration with the Photographer's Gallery in London in 2017 and has won several accolades and awards along the way.