Initiating Change
Project: Rolling
Stone Rebranding

KEYWORDS
BRANDING
ACTIVISM
CHANGE

DELIVERABLES
3 BOOKS
WEBSITE

TYPEFACES
BENTON SANS

TOOLS
ILLUSTRATOR
PHOTOSHOP
INDESIGN
SQUARESPACE

OBJECTIVE I decided to rebrand ROLLING STONE. Rolling Stone magazine is testament to the fact that it’s not who you feature in your magazine, but rather what you do with them, and who you send to bottle it. However, it distanced itself from the underground newspapers of the time, such as Berkeley Barb, embracing more traditional journalistic standards and avoiding the radical politics of the underground press.

APPROACH The new Rolling Stone focuses on the initial core of the magazine, which was representing the counterculture values and their lifestyle. The new brand would repurpose the mission as being a voice to people who are taking action and wants to get involved to create a better world. It was created to provide unique resources like apps, podcasts, public spaces and mentorship programs and encourage people to get involved and initiate change.