High Society

“The Cake” Zine

In collaboration with the Creative Director and in-house photographer, I led the art direction, design, and print production of a 50-page editorial zine celebrating the legacy of High Society, the iconic Los Angeles tailor shop and bespoke clothing house.

Conceived as a multi-year culmination of an extensive brand refresh, the publication serves as both a historical archive and a forward-looking brand statement. I oversaw the project from initial concept through final production.

The development of the zine was a three-phase process: narrative strategy, design system direction, and content execution.

1. Narrative Architecture

The first step was defining the story the publication needed to tell. Rather than approaching it as a simple brand booklet, we structured it as a three-part narrative that articulated the full scope of the refresh:

the unveiling of the new building,

the brand’s history dating back to 1968

and the launch of the new collection, with a spotlight on the Artist Series collaborators.

This structure ensured the zine functioned as a cultural document, bridging legacy and evolution in a cohesive, intentional way.

2. Design System & Layout Strategy

With the narrative established, the challenge became translating minimalist brand guidelines into a dynamic print experience. The refreshed identity, developed by Mouthwash Studio, centers on ABC Diatype Semi-Mono by ABC Dinamo as the primary typeface. While helpful to use for brand consistency, relying solely on one font risked visual flatness across a publication.

To introduce hierarchy and dimensionality, I built a complementary typographic system: bold and extended DSA Stereo Mild for high-impact headings and accents, and clean, san-serif Forma DJR Deck for quotes and secondary text. Each typeface was selected to contrast and harmonize with ABC Diatype, creating rhythm without disrupting the brand cohesion.

The layout itself was designed to honor the brand’s stacked grid system while pushing it further. I balanced playful composition with strict alignment rules to ensure the design elevated the imagery without compromising readability. Negative space, pacing, and scale shifts were used to guide the reader through the narrative.

Because this was a printed piece, production considerations were integrated from the start. I designed the document with bleed, margin safety, paper stock, and binding method in mind. Files were prepared with correct color profiles and prepress specifications to ensure accuracy in print. I worked directly with the printer to review physical proofs, checking color density, grain reproduction, and typographic clarity. Adjustments were made prior to final production to guarantee the zine printed exactly as intended.

3. Archival Curation & Image Direction

High Society’s archive spans decades and includes an extensive collection of historic imagery; polaroids of film stars, vintage clothing tags, autographs, newspaper clippings, and sketches of iconic garments.

I conducted an archival review, sourcing visuals that reinforced both the historical and modern narrative. Beyond selection, I identified content gaps and created a detailed shot list for new imagery required to complete the story.

In addition to photography, I wanted the materiality of tailoring to be present. I incorporated fabric as a recurring motif by scanning dozens of textiles and pattern papers. These scans were used as layered textures, backgrounds, and subtle graphic accents throughout the publication, reinforcing the tactile nature of the brand and grounding the design in the physical craft of garment-making.

To ensure visual cohesion between past and present, I directed the post-production process, guiding the photographer toward a grain-forward, RISO-inspired aesthetic. The goal was to evoke nostalgia, bridging the archival and contemporary.

Zine process and R&D

The final result is a publication that operates both as a refined brand document and a standalone art object. It honors High Society’s history while presenting its next chapter, designed with both conceptual depth and production precision.

Inspiration/Mood board for zine:

Social Assets for Event and Pop-Up Promotion

Website Appointments Page using CSS and HTML

Investor Brochure

Motion Graphics for Social Media and Website

Editing and Retouches for Product and Lifestyle Photography

Annie McLean

The Chronology of WaterLevi’sHigh SocietyDephyL'OréalDoroniMisc WorkType Design About Email Instagram Linkedin

The Chronology of Water
Levi’s
High Society
Dephy
L'Oréal
Doroni
Misc Work
Type Design

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Instagram
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