MCKINNEY’S PERMASWIRL REPORT
McKinney needed a fresh editorial look that advanced their new brand and echoed the report’s theme: perpetual vertigo
STIRRING WITH INTENT
The curated photography is intentionally disorienting with wide expanses, blurred motion and unsettling perspectives. The imagery stirs up the sense of being lost and mirrors the tension within the report.
CARVING SPACE FOR REFLECTION
White space & minimalism creates rhythm in the report by allowing each moment to breathe. The provocative photography sets the tone and propels the story forward, while the minimalistic layouts offer space for reflection.
ANCHORING THE SWIRL
The design embraces controlled disruption and is anchored by the precision of a Swiss grid. Rather than existing to be broken, the grid serves as a foundational system that creates clear visual hierarchy & maintains engagement. Contrasting scales of typography and imagery create tension, balancing energy and clarity within the grid’s constraints