INDIZILLA
The Magazine
A studio’s printed portfolio for small business owners. The typesetting is the proof of the work.
The first exploration, and deliberately not a deployment. One question: if Indizilla printed a portfolio instead of publishing a website, what would it look like?
The whole edition is still standing, every page of it. It is marked archived on every screen, and the prices printed inside it are the ones that were published on the day it was built.
How it was built to look like itself.
- #FAFAF8Paper
- #14161AInk
- #DAFE31Lime
- #556300Lime, on paper
Newsreader
400 at 84px, tracking -2.1px
A variable serif with optical sizes, made for reading on screens. Archivo stays for the wordmark, running heads, captions and figures.
Everything is square. Only the two product screens take a 6px radius, because they depict software.
One gesture. Figures rise 6px over 500ms on a strong ease-out, and buttons compress on press. Nothing else moves.
Numbered sections with serif folios and a sticky running head in the first two columns. No eyebrows, no icon rows, no cards for their own sake.
It proved the brand could hold a serif, and it produced a measurement that outlived the design: lime on paper has to become olive at #556300 or it cannot be read. That number is in the brand bible today.
A portfolio is something you hand to a person who has already asked. Twenty four things on the whole page could be pressed. It described the work beautifully and demonstrated none of it.
A brochure is not a website, and the difference is measurable rather than visual. Count what a visitor can do before you judge how it looks.