The document discusses ideas for launching a new magazine targeted towards indie youth. The proposed name for the magazine is "Cellar Door" and the document explores various design concepts for the magazine's masthead, front cover, contents page, and double page spreads. Photography and artwork are emphasized as important visual elements to include. The overall style aims to be clean, simple, and eye-catching while appealing to the interests of indie youth in music, fashion, art and photography.

1. Mood Board - Photography

2. Mood Board - cover design, interior design

3. Name Ideas for magazine: My target audience are the Indie youth. A good selling point would be to name the band after something which has become a trend or fad within their culture, such as certain types of animals, clothing, photography and music. Blackbird Bluebird Flying Fish Magpie Doe Green Tea Little Owl Fisheye Catfish Siq Tawn Leech Cellar Door Soft Focus Company of Wolves The name I have chosen to use is Cellar Door . This is because it is (apparently), the most beautiful sounding phrase in the English language, and something that many of the indie youth culture have began to get tattooed somewhere on their person. It also has connotations of something unknown and fascinating, as in, ‘what’s behind the cellar door?’. Masthead Ideas: I thought about having a simple, compact masthead like Artrocker’s ‘A’. I think I would like to have the ‘C’ and ‘D’ of Cellar Door large, and the rest of the letters smaller and less noticeable. However I have decided that I will have the full name on my front cover, otherwise it would look like my magazine is called ‘CD’, and that is a boring and unoriginal sounding name.

4. Some quick ideas for set up of front cover and double page spread. Black and white picture to keep the photography classy. Some colour to keep it interesting and eye catching. I think that when I start to make the real cover I would not make it as busy. But the one I have done is full of ideas of thing that I could put on the cover, such as other pictures of bands, sky lines advertising free CDs, and pictures of artwork inside. Contents page has masthead and logo which relate to the front cover. The colour is kept simple and easy to read. An alternative way that I could set out the contents page would be how NME does theirs, which the bands in alphabetical order on the right hand side. QUICK INITIAL IDEAS

5. The use of photography on this cover is clean cut and simple. I would like to use this technique on the front cover of my magazine because I think that the readers would respond better to a striking single image rather than many different smaller images which might not be as interesting. Also, since the indie youth culture I am trying to appeal to has a keen interest in photography, it would seem like it is the part of the magazine which should be paid most attention to. The artwork shown here is by the artist CY Twombly. The abstract style and cream colours are something that I would like to create for the background of my contents page or double page spread by using Photoshop brushes. I think this will appeal to my audience because art is a popular subject within indie youth culture.

6. This double page spread breaks away from the traditional convention of writing in blocks around the picture of the artist. It is extremely artistic and experimental. I like this and want to try something slightly different for my double page spread, focusing on art work and photography and working the interview into that. This could be an alternate way to complete my double page spread, this is very simple and striking. You can tell from a glance what the article is about and the traditional black on white and two large images make the page eye catching and easy to read. For my magazine I would like to still set the writing out in columns like this so that it can be artistic but still easy to read.

7. These are some quick experiments I did with Photoshop brushes, trying to create an interesting, artistic, and eye catching background for my contents page or double page spread. I think the one on the left is too colourful, so if I did it again I would lower the opacity. I think the one on the right is too boring, if I did it again for the real contents page or double page spread I would use a wider variety of brushes.

9. UNIQUE SELLING POINT Not only is Cellar Door a magazine with a wide variety of music, it also contains the latest news of fashion and art. Cellar Door is a magazine for teens and young adults; it has mature content and recognises that these readers do not need overly bright colours and overcrowded pages to attract them. The magazine has a simplistic layout, the style taking influence from 60’s art. Cellar Door is easily affordable on a student budget and comes out once a month so that readers have a magazine which offers all the important music and fashion news in one go. It creates a bond with it’s reader, having an entire section devoted to showing letters which readers have sent in, encouraging them to get involved and write their own reviews.