In Good Company
BRAND MAGAZINE, ISSUE 1
Brand: Maiden Home
Creative Director: Lenay Johnson
Words: Lenay Johnson
Photographer: Emily Andrews
Featured Partners:
-
Putnam Designs
-
Chelsea Miller Knives
-
April Valencia of Masa Memory
OVERVIEW
I’ve always wanted to publish a magazine—to unfold a compelling narrative and dive deeper into meaningful storytelling through a captivating medium. It started with a desire to add substance to the entertaining season ahead for Fall 2022, offering a fresh perspective to the conversation. Entertaining is about a home that showcases beautifully, yes, but also what it means to embrace warmly. I had been unfolding this narrative throughout the year, calling it “the collected mindset”—one that delights in the beauty of a well-designed home but takes it a step deeper. The collected home is not achieved by a carbon copy of someone else’s space, but rather through the selection and expression of objects that are personal, meaningful, and beautiful to you.
In this spirit, entertaining becomes more than an aesthetic touch—it’s about creating a meaningful story through the way we style our spaces, the food we serve, the drinks we share, and the conversation we foster. This inaugural issue was my expression of this for Maiden Home.
MY SCOPE
-
CREATIVE CONCEPT
-
EDITORIAL STRATEGY
-
PARTNER INTERVIEWS
-
PARTNER PHOTOSHOOTS
-
POST PRODUCTION
-
DESIGN DIRECTION
-
EDITOR'S LETTER
-
INTERVIEWS (DAY IN THE LIFE, ESSAY, Q&A
-
ARTICLES & COPY
CONCEPT
For our Fall Campaign, I wanted to bring a more personal lens to the brand by answering the question, "If Maiden Home were a lifestyle, what would it feel like?" With the entertaining season ahead, I chose to storytell an approach to entertaining that was inspiring and heartfelt—not just content for the sake of it, but rather adding a thoughtful perspective to the conversation. We had honed in our photography through styling and art direction, but what if these photos were brought to life? Who would live there and how would she entertain? I dove into this concept by not only writing our answers to these questions, but also interviewing three distinct creatives who each brought a uniquely beautiful perspective “to the table.”
"
“The essence of effortless entertaining is to surround your guests with not only the beautiful, but the meaningful.”
PHOTOGRAPHY
With the challenge of a limited budget and quick turnaround, I utilized existing product, lifestyle, and studio photography to supplement two small-scale photoshoots that brought to life our feature partner stories. I pinpointed our efforts to capture key editorial shots with a minimal team while utilizing BTS shots to create a multidimensional story.
CAMPAIGN PRODUCTION, DESIGN & COPY
LANDING PAGE
The magazine was the cornerstone of an omnichannel fall campaign. Utilizing photo and video, the content was published across social, email, landing pages, and blog, and packaged for holiday VIP gifting with our latest Belgian Linen material hand-sewn as a napkin set.
SELECT EMAIL
SELECT SOCIAL
BTS
FANFARE