Redesign of AXM Magazine

AXM magazine is vivid mix of original street-to-club fashion, provocative features, celebrity exclusives and respected lifestyle advice. Each monthly issue reflects young gay guys' desires and helps them deal with their problems.
Our target audience are gay men aged 17-35 fashion conscious, interested in culture, relationship, medicine, grooming and celebrities.

New issue of AXM marks a new beginning. Redesign makes the magazine more readable, more elegant and more focused.
As Matt Miles says in the editor's letter in the new issue:" We've aimed to make reading and navigating AXM easier(...) but the changes are not just on the surface - we've also gone all out to strengthen the content (...) to improve the quality of the feature writing and advice".

Part of redesign relies on typographic strength offered by Zeppelin 31-33 display typeface family designed by Storm Type Foundry. Zeppelin is simply geometric form, nearly naive with no trace of expression which makes magazine more masculine.

AXM AFTER redesign. Music reviews and singe review page.

The magazine has a new look and structure. Arts and entertainment section have been restructured with interviews and music, movie and culture reviews.

AXM BEFORE redesign. Reviews

The magazine has been redesigned by creating modern, clear and simple look, making it more useful for readers. Navigation system has been restyled and whole magazine has been divided into four clearly defined sections (Select, Word, Playground, Maintenance).

AXM AFTER redesign. Sections

AXM layout is graphic and picture-led. The page layout reflects fresh, strong and contemporary feel. Whole layout has been created using three strong elements: geometric typography, black stroke and line. These simple elements correlate and give stylish, modern look and organized space on the page.

The magazine has a new look and structure. Every issue of AXM shows photo stories, lifestyle features and present-day gay people problems.

Taking into consideration the magazine’s limited budget for original photography,
the redesign makes the most of striking graphics reinforced by bold typography and a strong grid.
Simple: AXM is the number one magazine for urban boys into other boys.