Project Overview
GrowSpace is a unique magazine that focuses primarily on houseplants and indoor gardening. House plants and the general topic of indoor gardening have taken younger generations by storm, both in real life and on social media. In our increasingly urban world, younger generations often do not have access to vast amounts of nature, which has slowly led to an increased desire and appreciation for keeping nature inside your own home, no matter how small the space. This magazine aims to capture some of that wonder and love for our small, indoor plant friends, by inspiring curious readers through photography, interesting and articles/listicles, and indoor growing guides for every skill level.
Logo Design
The sketches explored the idea of juxtaposing the word "grow" with " space " to emphasize the meaning of planting in small spaces. Initially, the idea of having a small sprouting plant appear in the logo was explored, but it was not brought into the final design. The concept of having a bounding box around the logotype adds to the idea of small spaces.
Final Solution
In order to reach the target audience (primarily Millennials and younger generations), the magazine was designed with a casual, clean, and modern style. White space is abundant throughout the spreads, vibrant colors, large headlines, and many beautiful photos of house plants to inspire the reader. The magazine's main feature draws attention to the social media phenomenon of "Plant Parenthood", while the rest of the magazine feeds into the idea of being surrounded on all sides by plants.
