OuiHours Magazine

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OuiHours was founded in 2014 by Marc Balet of MBG. OuiHours was the first shoppable, online magazine, about lingerie. We worked with Marc and MBG to define the brand's visual identity system, user and customer experience design, and all of the shops' digital touchpoints. Marc has collaborated with top photographers Bruce Weber, Luis Sanchis, and Albert Watson for the brand. To celebrate the companies five year birthday, we worked together, writing and producing the first printed magazine edition. The magazine is a time-capsule full of beautiful photography, storytelling, and typography.

OuiHours, the first shoppable, online magazine, was created by Marc Balet and Mixed Business Group.

Team
Tyler Mintz
Marc Balet
The OuiHours Team
Mixed Business Group

Our Role
Art Direction
Graphic Design
Typography Design

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Lingerie lends itself to intimate moments. Sharing intimate moments should be a pleasure. Sometimes sharing these moments can be about discovery. The visual language of OuiHours Magazine is flexible enough to cater to the different moods of the content without objectifying its subjects.

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Using borrowed equity from its flexible brand identity, the magazine content informed the design direction per story.

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The marriage of typography to photography is a common visual turn-of-phrase used to express ideas, accent relationships, or add color to content. Pushing what's possible while maintaining legibility paved the way to systematic art direction.