Brief: To re-design a bi-annual, English-language magazine that promotes Swedish style and culture throughout the world.
Fulfillment: Taking on the assignment in 2001, Joel introduced a design style that moved the magazine away from the esoteric tendency of its early issues. Working with a group of photographers that included Enrique Badulescu, Mikael Jansson, John Scarisbrick and Mario Testino, he gave the magazine a commercial, glamorous look that capitalized on its international distribution. Emphasizing the use of bold, lavish images that work in prominent partnership with the editorial content, Joel has created a highly accessible magazine that appeals to Swedes abroad but also attracts huge attention for Sweden abroad. With a circulation of 60,000, Stockholm New is the principal forum where Swedish and global culture can meet.

N. 11 / 2001                                                                                                                      COVER PH: JOHN AKEHURST


N. 12 / 2002                                                                                                                        COVER PH: MARIO TESTINO

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