Perceptions Magazine

Context

The Grand Mosque of Kuwait and its Cultural Center wanted to reach Western audiences at a time when coverage of Islam in Western media was dominated by conflict reporting.

Challenge

The Grand Mosque of Kuwait and its Cultural Center needed a publication that could speak to Western audiences and improve perceptions of Islam.

Mandate

Create and publish the magazine: editorial platform, design, and production.

Constraints

• The publication had to speak to a Western readership while representing the institution faithfully.
• Full print issues on real production deadlines, designed cover to cover.

System built

A cross-cultural editorial platform created and published end to end: editorial direction, full-issue design, typography, and production.

• Created the publication end to end for the Grand Mosque of Kuwait and its Cultural Center: editorial platform, identity, and full-issue design.
• Designed complete issues cover to cover: editorial layouts, typography, and photography treatment (including the August and October 2006 issues).
• Built the editorial craft carried into later publications, including Beam Magazine and the 12-issue Red Elephant magazine run.

Execution

• Created the editorial platform and published Perceptions Magazine for the Grand Mosque of Kuwait and its Cultural Center.
• Designed complete issues cover to cover: editorial layout, typography, and photography treatment.
• Carried the same editorial craft into later publications, including Beam Magazine and the 12-issue Red Elephant magazine run.

Outcomes

Evidence

• Formal acknowledgment of the publication from the Amir of Kuwait.

From the work

Operating lesson

Design carries diplomacy. The work succeeded because it treated a cross-cultural audience as readers to be respected rather than persuaded.