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The Floor Magazine

The Floor Magazine


noun: The Floor is an online and print magazine highlighting the up-and-coming talents within the literary and creative industries. The aim is to increase exposure for writers, whilst giving poets, authors, and other creatives a platform to share their works.

Role // Print Design; Digital Design; Branding 

Year // 2021-2

The ask.

The scope 

The Floor Magazine is an online and print publication that celebrates emerging talents of colour in the literary and creative worlds. The publication aims to showcase the work of artists and writers from diverse backgrounds and give them a platform to share their stories and experiences. My role in the project was to design the print edition of the magazine, including the cover, layout, and typography.

Audience Analysis

Before starting the design process, I conducted UX research to understand the target audience and their preferences. I also analysed similar magazines to identify common design elements and trends in the industry. Through this research, I identified that the target audience of The Floor Magazine was young adults between the ages of 18 and 35, who were interested in literature, art, and social justice issues. They preferred clean and minimalist designs, bold typography, and vibrant colours.

Based on my research, I developed a design strategy that focused on creating a clean and minimalistic layout, with bold typography and vibrant colours. The cover design was inspired by the themes of diversity and inclusivity, with a dynamic and eye-catching image of a person of colour. The typography was kept simple and legible, with a mix of serif and sans-serif fonts to add variety and interest.

Navigation and Site Maps

As part of the content workshops and wireframing process, we also focused on the navigation and site map of the website. Through the content workshops, we identified the most important information that should be included on the website and how it should be grouped together.


This information was then used to develop the site map and information architecture for the website.We worked together to define the top-level categories and how they would be organised to create a clear and intuitive structure for users.

We presented Jato with three different navigational options. The first focused on the needs and interests of the users, the second focused on the specific problem Jato's product could solve, and the third focused on Jato's expertise in the field.

After careful consideration and discussion, we collectively decided to go with the third option, as it allowed for a clear and effective presentation of Jato's expertise in the market. 

The end result was a clear and intuitive navigation structure that made it easy for users to find the information they were looking for.


The site map and information architecture were tailored to meet the needs of Jato's target audience, ensuring that the website was user-friendly and effective in communicating the value of their product.

Using the design strategy, I created wireframes to plan the layout of each page of the magazine. I experimented with different grid systems and typography combinations to create a balanced and visually appealing design. I created moodboards to ensure the style and theme was on brand with the magazine. The layout was designed to be easy to navigate, with a clear hierarchy of information and a consistent colour palette.

Once the wireframes were finalised, I began designing the final UI of the magazine. I focused on creating a cohesive and visually appealing design, with a modern and fresh feel. The typography was the key design element, with a mix of bold and light fonts used to create hierarchy and interest. The color palette was kept simple, with a focus on bright colors that added energy and vibrancy to the design.

Print Design


In conclusion, designing The Floor Magazine was a challenging and rewarding experience. Through UX research and analysis, I was able to identify the key preferences of the target audience and develop a design strategy that catered to their needs. The wire-framing and prototyping process allowed me to test and refine the design to ensure it was user-friendly and easy to navigate. The final UI design was clean, minimalist, and visually appealing, with bold typography and vibrant colours that added energy and vibrancy to the design.

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