Creative Publication & Pitch
Hindley Street Editorial Prototype – Adelaide West End Association (AWEA)
Editorial Lead | Publication Design | Narrative Development | Group Project
I led the creative concept and editorial direction for a magazine prototype commissioned by the Adelaide West End Association (AWEA) for UniSA Master of Communication students to support the revitalisation of Hindley Street. The project aligns with Adelaide City Council's vision and the State Government’s $15M upgrade, incorporates community consultation, and establishes a framework for concepts within Hindley’s renewed streetscape for consideration.
Working on an undisclosed project brief, I reimagined Hindley Street as a culturally significant destination that needed to re-create storytelling pathways and celebrate its evolution in art, culture, and music. Drawing on historical research and contemporary influences, I translated its identity, heritage, and creative energy into a cohesive, high-quality editorial format.
“Your discussion of slow tourism, local voices, and strategies to improve Hindley Street’s reputation demonstrated strong alignment between your research, design outcomes… a distribution strategy well reasoned…”
Authoring and developing written and visual content helped shape narrative structure, tone, and storytelling to ensure authenticity, clarity, and audience engagement within the project. Likewise, collaborating within a multidisciplinary team and contributing to key design innovations and editorial leadership complemented a variety of visual components, including street art and an architectural monument.
The final magazine prototype was presented to the AWEA panel in hard copy format with costings as a resource providing a tangible, strategic concept to guide future placemaking, branding, and promotional initiatives.
“The panel particularly valued your exploration of production methods for the magazine and the evolution of your installation concept...”