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TONI&GUY | Strut
Role
Graphic Design
Client
TONI&GUY
The Brief
Renowned British hairdressing brand TONI&GUY wanted to launch a structural redesign of their fashion-forward editorial magazine STRUT.
Showcasing the brand's creative direction—STRUT was a tabloid-sized hybrid of fashion editorial, lookbook, and creative journal. The oversized glossy mag featured avant-garde hair, fashion photography, and cultural inspiration and was mainly circulated among industry professionals.
The redesign needed to retain its strong editorial POV and imposing size, but elevate the content so it feels more fashion-forward and tied to specific creative voices.
The Work
Rooted in TONI&GUY's distinctive visual aesthetic, we focused on capturing the "Total Fashion" approach to hairdressing that the brand is known for and translating that to the page.
With fellow designer Fianna Fluess, we built an "art-school cool meets high-fashion" layout and organized content into 6 structured and ownable pillars (CULTURE, BEAUTY, TRENDS, FEATURES, DIGITAL, SPOTLIGHT). This ensured the crystal-clear translation of the voice of the creative directors and provided a repeatable framework for future issues.
Impact
From new franchise locations to mood boards, creative direction tips to surfacing trends, STRUT was jam-packed with content and inspiration for hair artists across the globe—and received a slick new framework and format to continue to wow its industry-professional audiences.
Team
Art Directors: Samantha Finley, Lindsay Baker, Austin Finley
Makeup Director: Sharayah Quinn
Fashion Director: Caroline Mascolo
Digital Director: Breanna Collier
Design: Fianna Fluess, Amanda Tricomi
Photo Editor: Kienan Tepper
Copy Editor: Brittany Fawley
Editors: Noura Chehade, Jeff Bryan
Photography: Anthony Chiang, Bradley Blackburn
