Objective

Everything else here exists because a client asked for it. This one exists because it was interesting.

SaltAngelBlue was an independent culture magazine: built, written, commissioned, designed and published without a budget, a brief or anyone waiting for it.

Creative response

All of it. Editorial direction, commissioning, design, build and publication, across seven issues numbered #000 to #006 plus a 2016 refresh.

Built in Adobe Muse, with the earliest traces dating to July 2009.

• Seven issues. #000 through #006, with issue #000 alone accounting for over two thousand files
• A real editorial mix. Long-form articles, beer reviews, juicing, video, an item filed simply as 'Zombie', advertising, and a piece titled Confessions of a Non-Alcoholic
• Commissioned and charity content. Including a British Heart Foundation piece
• An alt-culture position. The 2016 refresh carries a defined identity, an About page and a Subscribe function
• Contributor infrastructure. An avatar system for writers

• Seven issues. #000 through #006, with issue #000 alone accounting for over two thousand files
• A real editorial mix. Long-form articles, beer reviews, juicing, video, an item filed simply as 'Zombie', advertising, and a piece titled Confessions of a Non-Alcoholic
• Commissioned and charity content. Including a British Heart Foundation piece
• An alt-culture position. The 2016 refresh carries a defined identity, an About page and a Subscribe function
• Contributor infrastructure. An avatar system for writers

Results

2009–2016, years active

Seven editions over seven years, unpaid, alongside a full-time job. The magazine is the earliest evidence of the pattern that runs through everything else here: building the platform rather than waiting to be given one.

It also predates W'A.I by more than a decade while doing the same thing, self-directed publishing infrastructure.

The work