WHAT HYPE Magazine is a photography magazine I founded and started in early 2012. In December it released its first issue, self-published, with an initial run of 60 copies. Featuring great photography from some of the best young photographers around the world. I invited these photographers to submit work related to the issue's theme, 'Night', and designed the magazine myself. The branding and 'no-bullshit' attitude also extends to additional products, advertising and the magazine's website.