Moan Magazine
Naming, Editorial, branding, Art Direction, Photography
Problem
Sex and pleasure are stigmatized.
Concept
To juxtapose minimalism and pleasure. In mainstream channels pleasure seems to be all about maximalism, wanting more, and boldness. We rarely see it pared back unless it’s talking about nudity or purity, both of which I was not interested in exploring on this project. I wanted to create a space in the market where talking about sex, masturbation and pleasure happens casually, and no one thinks twice about it.
Purpose
To bring to market a sex-positive and inclusive publication rooted in the mission to destigmatize pleasure. There is little middle ground when it comes to mainstream notions of pleasure, because it’s often either biological or pornographic. The hope in addition to educating and entertaining the audience is to be a jumping-off point for folks to form their own understanding and confidence around pleasure and bring it fully into their lives without reservation.
For photography, I wanted to treat everything like a beautiful artifact. I removed colors in the photos to strip away the bright colors usually associated with sex toys. Instead, I wanted the photos to center around the softness and beauty of these objects, textures, and people.
For the design, I also aimed for a stripped-back approach. I wanted to communicate the vulnerability and intimacy of an individuals pleasure. I felt that a minimalist approach matched the intentions of keeping the magazine casual. Magazines, especially with sexual content, are often explicit and stigmatized and I wanted folks to feel as comfortable bringing it with them to a coffee shop as they would an architecture or culinary magazine.
my favorite detail: the clitoris pattern and tombstone