Bold New
Design Publication
+ Project info
ORIGIN STORY
SHLTR™ Magazine set out to celebrate the innovative design culture of the San Francisco Bay Area while connecting local creativity with a global audience. Paschke Dwyer partnered with journalist Zahid Sardar, who’s work has been featured in The New York Times, Dwell, Cultured, Metropolis, Interior Design, and more, to shape SHLTR™ into a striking and cohesive brand that communicates its mission through bold visual storytelling and a strong, recognizable identity.
CHALLENGE
SHLTR™ needed to stand out in a crowded and fast-evolving design media landscape. The challenge was to develop a brand that not only celebrated architecture, interiors, and emerging technologies like AI-driven design but also carried an energy and sophistication that resonated with a global audience. Additionally, the brand needed to honor its inspiration, Bucky Fuller’s SHELTER magazine.
SHLTR™ needed to stand out in a crowded and fast-evolving design media landscape. The challenge was to develop a brand that not only celebrated architecture, interiors, and emerging technologies like AI-driven design but also carried an energy and sophistication that resonated with a global audience. Additionally, the brand needed to honor its inspiration, Bucky Fuller’s SHELTER magazine.
SOLUTION
From the start, we dove into defining SHLTR™’s core identity. Working closely with Zahid Sardar, we focused on how design and storytelling collide to capture readers and project the magazine’s mission. Together, we created a bold logo that became the anchor of SHLTR™’s visual language. This logo had to feel modern, daring, and timeless—perfectly embodying the spirit of innovative creativity the magazine celebrates.
Next, we established a cohesive brand strategy that extended across all touchpoints. Whether it was SHLTR™'s monthly online newsletter, bi-monthly digital flip-book, or the planned print edition, consistency and character were key. We crafted the look and feel of the magazine—from striking typography to layout systems that balanced boldness with readability. Every issue was designed to be a digital and print visual experience, engaging designers and architects while exciting casual readers who appreciate creativity.
Our digital growth strategy for SHLTR™ focuses on growing brand recognition and engagement through vibrant social media campaigns, impactful outdoor media, and curated events that bring the design community together.
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