Design & Direction for ‘At Home’ Magazine Launch

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

AGENCY: AXON LONDON
CLIENT: JOHN LEWIS

I was brought on via Axon London as part of a consultancy team to help launch At Home, an interiors magazine for John Lewis, with the intention that it would later be produced in house.

Working closely with John Lewis marketing and creative teams, we established the editorial concept, visual direction and narrative framework. My role focused on setting the topline aesthetic, developing moodboards for shoots and features, and creating templates that could be confidently adopted by the in-house team.

The launch issue was produced remotely in 2020, requiring a robust production approach to support distributed teams. Following its success, I continued working across four further issues, helping to embed the editorial framework and visual standards used across the title.