Editorial Direction for a Major Retail Publication Launch

A considered editorial framework and visual direction for the interiors-led magazine launch

AGENCY: AXON LONDON
CLIENT: JOHN LEWIS

This project involved defining the editorial framework and visual direction for the launch of an interiors-led magazine for John Lewis. The aim was to create a publication that felt contemporary, considered and confident, while remaining true to the brand.

Working as part of a senior consultancy team, I helped establish the overall aesthetic and editorial flow, developing moodboards, visual principles and templates that could be adopted by in-house teams. The work required close collaboration and a clear structure, particularly as the magazine was produced remotely.

The launch issue set a strong foundation for the publication, establishing a clear editorial voice and visual language that could be carried forward and adapted over time.