CRITIQUE ISSUE LAUNCH
MIDAS Magazine
Advertising + Brand Identity
Art Director + Designer
MIDAS’s twelfth issue, Critique, explores the dynamics of achieving self-expression within a world of conformity. Few understand how the fashion system works. The issue delves into the unmaking and making of performance in society, through art, literature, and fashion, using our own judgement as a baseline for constructing the image we wish to present to the world.
For the launch of the issue, a visual identity was needed to allude to the issue theme without fully revealing the theme. To create a world of mystery and intrigue for attendees, the promotional campaign played into the feelings evoked from the topics and ideas presented in the soon to be released issue rather than the theme itself. Pulling visuals that felt confident and uncomfortable, posed yet unraveled, eerie and reflective created a visual identity that captured the essence of the issue.
Experimental invitations, posters, and branded merchandise further played into the complexity and level of intention put into the work of the issue while also expressing balance of conformity and nonconformity within the world of fashion. The campaign served as a sample into the world of Critique before the full issue could be revealed.
