Overview
Kindred Journal covers art, food, and neighborhood life across Miami — told by the people living it. For the launch of Issue One, I art-directed the campaign: key visuals, a portrait series of contributors, street posters, social cutdowns, and a launch-night identity.
The visual language borrows from family photo albums — warm film tones, archival frames, handwritten captions — insisting that local stories deserve beautiful telling.
The challenge
Zero brand awareness, a shoestring media budget, and a launch date locked to an art-weekend slot. Everything had to earn attention organically.
The approach
People, not promises: the campaign put contributors' faces everywhere — bus shelters, café windows, feeds — with a single line inviting readers to meet their neighbors. One photoshoot fed every channel.
