Q: How did Attica become involved in the project?
A: Having been involved in creating their first ecommerce site, JOY contacted Attica to produce a magazine to be given away in-store and at tube stations.
Q: How did it evolve?
A: Together with Publicis we compiled a profile of the JOY customer and from there wrote and designed features to inspire the young fashion savvy women and men. This included interviews with inspiring women, festival guides and shopping pages.
Q: How was the design approached?
A: We chose to concentrate on the profile of the JOY customer, so lots of bright watercolour illustration, quirky-cool graphics with handwriting and natural light photography.