The Challenge
How do you build a magazine for a generation that no longer reads magazines? That was the central question driving our project.
Our goal was to create a transmedia editorial product that spoke to millennials — a demographic defined by their connection to technology, urban culture, fluid identities, and the values of collaboration, self-expression, and reinvention. The challenge included:
• Defining tone of voice, editorial pillars, and visual language.
• Designing the print magazine, website, and content strategy as a cohesive brand.
• Aligning multiple visions within a collaborative, fast-paced environment.
My Role
I was directly involved in:
• Designing the cover and two feature stories for the print edition.
• Establishing the art direction and visual language, including typography, grid system, and iconography.
• Contributing to the UX and content architecture of the website, with a mobile-first approach.
• Participating in early editorial concept development, including Pulsa, a nightlife-and-identity magazine proposal that later inspired key aspects of Elástica’s direction.
The Process:
Our initial team of 40+ creatives was divided into five smaller groups to develop competing magazine concepts. My group created Pulsa, focused on nightlife, LGBTQ+ rights, sexuality, and alternative urban culture — a bold, visually experimental concept using large sans-serifs, high-contrast layouts, and dynamic modular grids.
After internal pitches, we merged the strongest ideas from all groups into what became Elástica — a magazine built around the notion of elastic identities and shared spaces, reflecting the era of social media, co-working, house-sharing, and collaborative economies.
The final design mixed sharp editorial design with youthful energy:
• Typefaces blended clarity and expression.
• Layouts embraced modularity, rhythm, and vibrant color blocks.
• The website was structured with responsiveness and storytelling hierarchy in mind.
Early drafts for PULSA
Early drafts for PULSA
Early drafts for PULSA
Early drafts for PULSA
Outcomes & Impact:
• Elástica was launched both in print and digitally, hosted on Abril’s media portal.
• Within the first month, the site attracted over 100k unique visitors, primarily aged 18–34.
• The project was later greenlit for public release, becoming an official Abril publication — a rare outcome for internal lab projects.
• Though the brand was discontinued after a year due to lack of a long-term marketing strategy, it became a creative reference for internal innovation and experimentation at Abril, being re-vamped and re-released a few years later (from 2021 to 2023)
• Personally, it solidified my foundation in editorial design, product thinking, and creative collaboration in high-pressure environments.
Key Skills Demonstrated:
• Editorial branding and content systems
• Visual identity development from ideation to execution
• UI/UX thinking applied to content platforms
• Cross-functional teamwork and adaptive leadership
• Storytelling through both print and responsive digital formats
