Editorial/ Long Form Print

Context AMP needed a piece of print collateral that could do double duty. a self-promotional magazine to hand to prospective clients and proof of concept for their own "counterculture marketing" positioning. The brief was really blunt: if the piece itself looked like every other agency brochure, it would undercut everything AMP claims to stand for. It needed to look like something a client would want to steal off a coffee table, not file away. Challenges The core creative challenge was making something that reads as authentically "found" while still functioning as a controlled brand asset. Every scrappy detail (the fisheye distortion, the candid grocery-store setting, the handwritten "Cult" scrawl against the clean wordmark on the cover) had to be deliberate without looking deliberate. There was also a balancing act between AMP's existing bold-but-tidy brand kit and this rougher, more chaotic editorial direction. I had to stretch the identity into new territory without it snapping the brand recognition entirely. Constraints Timeline and print budget limited how much location photography we could commission, which pushed the concept toward a single strong, slightly unhinged hero image rather than a fully shot editorial spread. The existing brand kit (wordmark, colour palette, typography) also had to remain recognisably intact throughout, which meant every "counterculture" flourish had to work within the established system.