Deeds Magazine
"The micro-interactions and the layout choices force the reader to slow down and actually appreciate the content, rather than just scrolling past it. It raised the bar for what a digital publication in this region can look like."
Overview
Deeds Magazine, a Nigerian-based publication founded by Roderick Ejuetami, focuses on Art, Music, Fashion, Photography, and Film. The project aimed to create a visual identity and website that combined an editorial look with contemporary design and immersive visuals.
Industry
Media & Publishing
Year
2022
Collaborators
This project was defined by a tight, ongoing collaboration with Roderick Ejuetami and Adekemi Thompson. We had regular creative syncs where we would push the boundaries of the layout, debating how far we could take the "artistic" side of the web design without sacrificing usability. It was a partnership in the truest sense, with Roderick acting as Creative Director.
The Challenge
Deeds Magazine was founded by Roderick Ejuetami with a massive ambition: to document the exploding creative scene in Nigeria and beyond, covering everything from high fashion and film to underground music and fine art. The problem we faced was one of translation. How do you take the prestige and gravitas of a high-end print editorial and make it work on a web browser without it feeling static or boring? We needed to create a visual identity and a website that felt contemporary and immersive, but we also had to solve for density. When you have such a broad spectrum of content, the design needs to be flexible enough to handle a photo essay one day and a music review the next, without losing the brand's core voice.
Approach
My process started with a deep dive into the vision Roderick had for the brand. I approached this as a merger of editorial design principles—things like grid systems, typography, and whitespace—with the capabilities of creative coding. I wanted to understand exactly who the audience was. We are talking about a diverse creative community that is visually literate; they know good design when they see it, so we couldn't cut corners.
Solution
The solution was a digital magazine that relies heavily on what I call "suggestive design." We moved away from standard, blocky web layouts and instead used interesting, asymmetrical placements that guide the eye across the screen in a more organic way. We introduced micro-interactions that respond to the user's cursor, adding a layer of tactility to the experience—making the digital feel almost physical. The visual identity combined an elegant, editorial look with immersive, full-screen visuals that maximize the impact of the photography and art. It creates a seamless flow where the interface recedes, and the culture takes center stage.
Outcome
The design successfully captures the energy of the subjects it covers while providing a calm, sophisticated user experience. By merging thoughtful editorial design with interactive web elements, we were able to position Deeds Magazine as a leading voice.