Cannes Lions

WePresent 2020 Annual

WETRANSFER, Amsterdam / WETRANSFER / 2021

Presentation Image

Overview

Entries

Credits

Overview

Background

Each year WePresent, the editorial arm of WeTransfer, creates an annual magazine that serves to highlight our standout work from across the year. The objective is to showcase the breadth of artists that are featured on, and commissioned by WePresent, spotlighting illustrators, photographers, musicians, writers and directors from around the globe. Usually a digital only platform, the magazine allows the visually arresting work commissioned specially by WePresent to be reimagined for print. It is intended as a keepsake for all of the platform’s collaborators. The 2020 edition features work by photographers Renell Medrano, writers Roxane Gay and Raven Smith, artists Edel Rodriguez and Esiri Erheriene-Essi and special collaborations ranging from Michel Gondry to the UN.

The 2020 annual had a print run of 3,000, and was created on a budget of 25,000 euros.

Idea

WePresent showcases the best in art, photography, music, and more, offering readers a fresh take on the magic and mystery of creative ideas. Championing diversity in everything it does, WePresent scours the globe for unexpected stories about creativity, from emerging young talent to renowned artists. The magazine is intended to showcase the breadth of artists on the digital site in print form.

Each year, the annual acts as a keepsake for all of the platform’s collaborators, and is sent to arts and culture journalists, artists, creatives and industry peers globally across the creative industries and technology sectors.

Execution

With regards to the magazine’s design we wanted to create a visual connection with the online WePresent editorial platform and came up with the idea to play with the contradiction of an online magazine and a printed magazine. This created a playful visual layout with many possibilities; vertical and horizontal placement of imagery emphasizes this. We created a color system with an extra PMS color to differentiate based on content and the length of an article. The magazine’s size is based on the 16:9 screen proportion, and words and images should feel equal.

Outcome

Sent to arts and culture journalists, artists, WePresent collaborators, arts initiatives and industry peers globally across the creative industries and technology sectors.

The magazine is another extension of WePresent and WeTransfer’s commitment to the creative community, not only through helping the artists we work with show their work to a greater audience, but also by offering inspiration to those who read it.

The magazine was sent to those we’ve worked with in the past, given out to eager fans of the site on social media, and bigger bundles of copies were sent to those who are part of creative communities further afield, including arts initiatives and non profits so that they could be shared with others outside of industry professionals.

The benefit of bringing our digital experience to print is that people can have something tactile that they can keep forever.

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