Fine Woodworking is a complex and instructional magazine however the existing content is too cluttered and confusing. It uses conventional magazine layouts for an unconventional magazine.
I redesigned Fine Woodworking to Crossgrain and organized the content in a clean and streamlined style while expanding the target audience to a younger, urban base.
The keywords I kept in mind for this project were timeless, informative, welcoming, modern, and clean.
My target audience was mostly men aged 35-70. Though I wanted to keep the existing audience of middle-aged men, I also wanted to include the younger, urban-dwellers who are embracing traditional crafts such as woodworking. These projects are designed more for people with an existing knowledge of woodworking with a somewhat disposable income.
The name Crossgrain comes from this idea of traditional ideas crossing over to a modern ideals.
Each issue focuses on a different style of furniture such as Mid-Century Modern, Arts and Crafts, and French Country style. I also made this a quarterly magazine instead of a bi-monthly. Many of these projects are very time-intensive so spacing out the issues makes sense. It is also priced higher because it is meant to be a keepsake. The content is timeless so this magazine can be continually referenced.
Since tradition was such an important part of Crossgrain, I chose timeless typefaces including Caslon for the body copy and pullquotes, as well as Univers for coverlines and headlines. I pulled a quieter color palette with clean and unconventional colors for a modern look. This made the focus the photography and instructions.
In their Apartment
Crossgrain Opening Spread
Original Fine WoodWorking Spread
Original Fine WoodWorking covers