Responses by blok Design
Background: A new print and digital magazine created by cannabis company 48North for its creative platform Latitude, LAT connects many viewpoints, perspectives, cultures, stigmas and non-stigmas in a conversation that starts from cannabis and extends to our everyday life. LAT provides space to converse about relevant topics—about art, personal journeys and exploration, amnesty, equality, sex, self-love and perseverance. In this particular case, the audience was a specific target group, but, instead, a mindset. We invite all who share in that expansiveness. With a multitude of thought-provoking entry points, LAT offers many opportunities for any reader to connect.
Reasoning: For the last three years of legalization, we have been working within the cannabis space as it is shaping and reshaping society. This opened an incredible opportunity to reimagine its role in our lives and how we interact with it every day. Within this context, we approached LAT magazine with an open mind, intense curiosity and our consistent pursuit to push things further.
Challenges: When working on a cannabis project, a challenge is always making sure the subject is treated with both necessary thoughtfulness and openness to new ideas. It was also important to ensure the writers and photographers felt comfortable in both their creative expressions and the subject matter. One of the biggest challenges was the uncertainty that arose with COVID-19 mid-project. This pushed us to become agile and problem solve with a flow. Without a personally connected team, both internally at the studio and externally with the client, this experience would have been unfathomable.
Favorite details: Beyond the expansiveness and diversity of the content, we were excited to collaborate with so many talented photographers. Each photographer brought her or his own unique perspective and understanding of the world, yielding richness. We enjoyed weaving a diverse narrative from a multitude of intersections.
Visual influences: Given not many publications exist within this space, our intention was less about what had been done and rather more about the possibilities wide open for exploration.
Time constraints: The pandemic shifted not only our daily routines, but also how the world exists and will function in the near future. Our fluidity of adaptation asked for so much more than just working virtually; it meant we needed to find new rhythms and connections within our own team and our collaborators. When it came to printing, we needed press checks in the parking lot, where the gravel kept perforating the proof and the wind kept catching the paper as it flew away. We had already considered designing a unique digital experience of the magazine before COVID-19. The pandemic accelerated this project to the forefront. Social distancing became a new concept in our everyday, so we were unsure if our printers would even be able to print. All of these uncertainties pushed us to alternative solutions. This entire experience has led us to launch a magazine in physical and digital space—in record time—against all odds.