In this post, I'll take you through the creative process behind Kernel Magazine, a seasonal fashion critique publication that dives deep into haute couture and the Paris Fashion Week. With Kernel Magazine now celebrating its 5th anniversary, this edition focuses on two of the industry's most influential shows. In the process, I employed several strategic design methods—including persona development, the double diamond framework, empathy mapping, and the CSD matrix—to ensure a well-rounded and impactful final product.

Understanding the Audience Through the Persona

To create a magazine that truly resonates, it was essential to understand our target readers. I developed a detailed persona, Nadine, a 24-year-old design assistant based in São Paulo. Nadine is passionate about conceptual fashion and high couture, following events like the SPFW (São Paulo Fashion Week) and Casa dos Criadores closely. With influences ranging from Björk to Arca, Nadine embodies the curious, artistic spirit that Kernel aims to engage. This persona helped anchor our content strategy, ensuring that each article, critique, and visual was both insightful and emotionally compelling.

Double Diamond Model

The project followed the double diamond model—a design thinking process that is split into four distinct phases: Discover, Define, Develop, and Deliver. This structured approach allowed us to:

Discover: Research the current landscape of fashion magazines, analyze trends in haute couture, and gather insights each from designers and fashion professionals.
Define: Narrow down the core issues and opportunities based on our research and the insights derived from our persona.
Develop: Brainstorm and prototype different layouts, content strategies, and visual designs that align with our refined vision.
Deliver: Finalize the magazine layout and content, ensuring that it not only meets the high aesthetic standards of our audience but also communicates a deep, analytical narrative.

Empathy Map

Empathy mapping played a crucial role in our process. By mapping out what our readers might see, hear, think, and feel, we were able to identify and address their needs and expectations. This method provided a clear picture of the emotional journey our audience experiences when engaging with high fashion critiques. The insights gained allowed us to fine-tune the tone and depth of our articles, making sure they were as engaging and informative as possible.

CSD Matrix

To prioritize our creative efforts, I employed the CSD Matrix (Consider, Simplify, Develop). This tool was instrumental in balancing the multiple dimensions of content, design, and user engagement:

Bringing It All Together

Kernel Magazine is a fictional college project that explores fashion criticism through a refined and conceptually driven lens. Despite its academic nature, the magazine was developed with the same care and strategy applied in professional editorial design. The goal was to simulate a real-world publication that could stand alongside established independent fashion journals—thoughtful, timeless, and emotionally engaging.

Kernel focuses on haute couture and the seasonal fashion calendar, combining in-depth critique with an atemporal visual aesthetic. The design avoids flashy or experimental visuals, instead embracing a quiet sophistication: serif typography, clean grids, generous white space, and carefully selected imagery. The visual identity seeks to support the narrative, not overpower it—creating a space where the emotion and artistry behind each collection can resonate deeply with the reader.

This project demonstrates how design can elevate content, especially when paired with a critical and emotional approach to fashion storytelling.