DREAMGROVE | Editorial + Identity Design

THE CHALLENGE:

How might editorial publications authentically capture and serve emerging cultural movements—specifically the pandemic-era plant and interior design renaissance among younger audiences? The challenge was creating a southeastern Florida publication that could cater to "elevated and prestige beach bums" while maintaining both grace and fun, avoiding the cramped, overwhelming approach of traditional lifestyle magazines that prioritize quantity over quality reader experience.

THE STRATEGIC APPROACH:

The editorial strategy rejected typical magazine approaches that "cram 17 articles into a spread" in favor of creating dedicated environments for each article to breathe and engage readers. Layout designs ranged from established styles strategically deployed to keep readers discovering "a new way to approach content after each page flip." The brand identity and editorial approach balanced vibrant, green-thumb interior design focus with the relaxed sophistication of Florida beach culture—serving younger audiences who embrace both plant parenthood and coastal lifestyle aesthetics.

THE KEY INSIGHTS:

This exploration revealed how editorial design can better serve cultural movements by prioritizing reader experience over content quantity—the insight that emerging lifestyle audiences crave quality engagement over information overload. The approach demonstrated how regional publications can authentically serve cultural niches by understanding audience psychology ("elevated beach bum") rather than geographic limitations alone. These insights now inform editorial and brand identity approaches for lifestyle clients, particularly the power of designing experiences rather than just layouts.