Stonewaller – The story so far…

Reminding you what you love about Scottish Football. This is the strapline and ethos behind independently produced football, music, fashion and culture magazine. Stonewaller explores the contemporary culture that is contained within Scottish football.

The vast majority of football journalism and creative execution associated with football in Scotland is very traditional in output, it is very white and middle-aged male. Stonewaller wants to shine a light on a different audience that exists within the game.

Traditional is not a description that applies to the majority of players, both professional and up and coming, staff and fans. The vast majority of these individuals are between the ages of 16- 35, both male and female, and do not engage with the more traditional forms of communication. For want of a better phrase, newspapers and the BBC are not ‘cool’, and the target audience for Stonewaller is individuals that are seeking stories and information that is relevant to them.

This audience exists in Scottish football but is under represented, 7% of the population play football each week and 78% of that figure are under the age of 35. Bespoke and highly targeted magazines are an area that is growing hugely and Stonewaller plugs the culture gap that exists in Scottish football. The magazine features interviews with players from the Premiership down to junior football, musicians, artists, articles with a twist, columns with current players and contemporary art.

We have worked with the client since their inception in 2019 and with a new creative direction being planned out for 2022, the client wanted to produce a limited edition, one-off edition of the magazine to celebrate the work that has been done to date.

This edition of the magazine was only made available to patrons and subscribers of the magazine and features the most popular features and interviews from previous editions. It also focuses on never before seen imagery and is supported by an updated design style that adheres to the existing brand guidelines. The design was developed to appeal to the target market and create a style that has not been seen in a Scottish football publication before.

Using strong typography based around the concept of dualism, the design ties the whole publication together. The type was combined with a contemporary layout and colour palette to create a unique publication that communicates with its’ audience in a voice that they recognise and identify with.