Wieden+kennedy Design & Branding MOTHERLAND by Wieden + Kennedy Delhi

MOTHERLAND

Pin to Collection
Add a note
Industry Magazines
Media Design & Branding
Market India
Agency Wieden + Kennedy Delhi
Executive Creative Director V.sunil
Released August 2010

Credits & Description

Category: Books
Advertiser: WIEDEN+KENNEDY PUBLISHING
Product/Service: MAGAZINE
Agency: WIEDEN+KENNEDY
Date of First Appearance: Aug 1 2010
Entrant Company: WIEDEN+KENNEDY, Delhi, INDIA
Entry URL: http://www.motherlandmagazine.com/
Executive Creative Director: V. Sunil (Wieden + Kennedy)
Joint Creative Director: Bharat Sikka (Wieden + Kennedy)
Managing Editor: Annette Ekin (Wieden + Kennedy)
Media placement: Magazine: Issue 1 - Freedom - Bookstores, Magazine Stands - 1 August 2010
Media placement: Magazine: Issue 2 - Star Gazing - Bookstores, Magazine Stands - 1 October 2010
Media placement: Magazine: Issue 3 - Parties - Bookstores, Magazine Stands - 1 December 2010

Describe the brief from the client
The idea to publish a magazine was born within the agency. Our agency is constantly involved in research about India, and we wanted to consolidate and expand on our cultural understanding of India. We were also frustrated by the ever-present “general interest” magazines on Indian newsstands, so we sought to reconcile two things through Motherland magazine – to provide a magazine that distilled the many cultures or subcultures of contemporary India, and to provide a visually and editorially compelling publication.

Describe the challenges and key objectives
In conceptualiSing Motherland, the key objective was to usher in India’s first magazine on the country’s subcultures, but in doing so, we also needed to provide a framework in order to avoid falling into the general interest category. We decided on a bi-monthly, theme-based features model, where stories, photographs and illustrations follow the theme closely but depart from the theme in creative ways. For example, our “Stargazing” issue was a round-up of subcultures which pertained to astrology, astronomy and also played upon the idea of unexpected “stars” – for instance, the country’s transgender community.

Describe how you arrived at the final design
The name Motherland still evokes nationalistic sentiments in the country, so our cover art works to subvert this idea and further the concept of a magazine that is atypical and does not explore issues discussed in mainstream media. The page borders of the magazine are a design interpretation of Indian currency, which indicates a magazine that explores cultural roots with a contemporary twist. Each issue retains Motherland’s visual language and chosen fonts, but according to the theme, we experiment with different design concepts.

Give some indication of how successful the outcome was in the market

In keeping with Motherland’s atypical character, we stock at major newsstands in major Indian cities as well as key art galleries, fashion boutiques, homeware stores and bookstores around the country. Sales at these atypical outlets have been strong, where we reach an audience interested in contemporary Indian culture. Further, our subscriber base has grown to include not just locals, but also non-resident Indians and international readers in the US and Europe.