INSTINKT ___ MADNN Magazine, Issue 02
Editorial Design · Art Direction · Photography · Creative Production · Writing · Branding
INSTINKT is the second issue of MADNN Magazine, a conceptual editorial exploring the primal force of instinct through design, photography, and storytelling.
Set against Iceland’s raw landscapes, the issue merges visual art, typography, and narrative into one cohesive experience.
I was part of the editorial and creative direction team, developing the magazine’s visual identity, layout, and design system, as well as writing and producing my own feature article and photoshoot titled “We Danced.”
cover
BRIEF
The project’s goal was to create a cohesive editorial identity for MADNN Magazine Issue 02, themed INSTINKT, an exploration of instinct as a creative and emotional drive. Our task was to design the entire visual system and playbook for the issue, including typography, color palette, logo, magazine layout, and art direction, ensuring that every element, from imagery to material choice expressed the theme’s raw and natural energy.
Goal
To translate the concept of instinct into a visual, tactile, and narrative experience, merging design, photography, and writing into one coherent storytelling framework that captures the untamed spirit of Iceland.
keywords
CONCEPT
The issue’s concept centers around the human connection to natural instinct, using Iceland’s landscapes as both a metaphor and a character.
The magazine is structured in three chromatic sections: Destruction (orange), Chronicle (black), and Creation (green), symbolizing chaos, origin, and rebirth.
Materials, layout, and color were chosen to reflect the organic and primal energy of the land: matte recycled paper for an earthy feel, glossy inserts for tension and contrast, and a minimal yet expressive typographic system.
The custom “Instink Typeface” was designed from natural patterns- frozen water drops and footsteps found in Iceland, echoing the intuitive process behind both the journey and the issue itself.
The titles were written instinctively, spelled as they sound rather than as they’re conventionally written in English, emphasizing the raw, emotional, and intuitive nature of the titles.
PROCESS
Editorial Direction: Collaborated with the MADNN editorial team to define the structure, rhythm, and emotional flow of the magazine, developing a visual and narrative playbook to ensure cohesion across all sections.
Layout & Design System: Designed a modular yet fluid layout in InDesign, establishing grid systems, typographic hierarchy, and visual balance. Each section’s color palette and material corresponded to its thematic phase.
Typography & Identity: Co-developed the Instink Typeface, based on organic textures collected in Iceland. directed the design of the cover, using a snow-textured font and glossy finishing to evoke tactile interaction.
Photography & Production: For my article “We Danced”, I created and produced the entire photo series, including art direction, styling, analog photography, and production management. The shoot took place across Iceland’s landscapes, exploring instinct through body movement and nature’s forms.
Pre-production & Shooting: Developed a detailed storyboard, directed casting and styling, scouted remote locations, and oversaw execution on set. The shoot unfolded in two days - from serene snow scenes to dynamic geyser environments, following a structured shooting plan and visual arc.
Graphic Detailing: Integrated visual metaphors into layout — gradual color transitions, text flow mimicking natural movement, and changing human scale to symbolize nature’s growing dominance.
Printing & Launch: Oversaw print proofing and color tests, ensuring precision in texture and tone. The magazine was launched in May 2024 at a rooftop exhibition, where we presented and sold limited editions of INSTINKT accompanied by music and photography display.
typography
MY ROLE
As part of the editorial and creative direction team, I contributed to: Editorial Design & Layout: Co-designed the magazine’s structure, visual system, and typography.
Art Direction & Photography: Created the visual concept, art direction, styling, and analog photography for my feature article “We Danced.”
Production & Coordination: Managed pre-production, casting, location scouting, and shoot execution.
Editorial Execution: Worked on final editing and assembly in InDesign, ensuring aesthetic and narrative coherence.
SOFT SKILLS IN ACTION
Collaboration: Coordinated with writers, designers, and photographers under one creative vision.
Creative Leadership: Balanced multiple visual and narrative voices into a unified editorial identity.
Adaptability: Managed unpredictable on-site conditions while maintaining conceptual integrity.
Communication & Precision: Ensured clarity between teams in design, photography, and print production.
editing and printing process
layout process and inspiration
CHALLENGES
The main challenges included coordinating a multidisciplinary production that combined design, photography, writing, and editorial layout under tight timelines and diverse creative visions. Working in Iceland’s natural conditions also required flexibility - adapting to light, weather, and location constraints without compromising artistic quality.
Another challenge was ensuring visual unity across sections while keeping each distinct in tone and material. Through clear creative direction, detailed planning, and intuitive problem-solving, we maintained coherence and emotional depth from concept to print.
images from photoshoot
article cover sketch
IMPACT
The final issue of MADNN Magazine became a collective artwork,
a fusion of instinct, design, and raw natural beauty. INSTINKT received strong feedback for its conceptual integrity, tactile quality, and storytelling depth, standing as both a publication and an art object. The magazine’s launch event and limited-edition sales strengthened its presence as a multidisciplinary creative platform.
final magazine
images from exhibit
magazine cover