Joey is a magazine for anyone who finds joy in flowers. Whether you are a gardener or simply a lover of blooms.
The Problem
Most magazines about flowers fall into two categories: serious gardening guide or for experienced floral designers. There is nothing available which describes our relationship to flowers or the joy they bring into our lives.
Research & Insight
After researching gardening and lifestyle magazines, I discovered most were practical and not emotionally driven. I decided to structure my magazine into three sections which cover the technical and our emotional relationships to flowers.
How to Garden in a City
The first section focuses on practical guidance for urban gardening and cultivating flowers in limited spaces.
Industry Leaders
The second section highlights industry leaders in the growing space and their unique approaches to floristry.
Emotional Connection
The third section explores the emotional connection people have with flowers and why they bring joy to our lives.
Solution
This magazine fills the gap between a gardening guide and a magazine for experienced designers because it can inspire anyone who picks it up.
Want to see how it came together?
Go behind the scenes — sketches, research, and iterations.