Project Summary​
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The team behind SALT (Southern & London Times) approached Backbone Studio to lead the full design direction for their new quarterly magazine — a publication set to reach readers across the Coast to Capital region. Their goal was to create a magazine that not only looked world-class but also reflected the energy, ambition and sophistication of the South’s business, lifestyle, and culture scene.

The Challenge

Designing for print brings a unique set of challenges. Unlike digital, every page must balance impact with readability, precision with personality, all while considering typography, image resolution, ink density, and paper stock. The challenge was to create a design language that felt bold and clever, while ensuring consistent visual flow and legibility from cover to cover.

Our Approach

We developed a fresh visual identity and editorial style that would set SALT apart from traditional regional publications. The layout system was designed to be flexible yet distinctive, with bold headlines, clean typography, and spacious compositions that let photography and storytelling shine.

Every issue should feel like a collector’s item: a tactile, high-quality magazine that celebrates the people and places shaping the South and London.

The Result

From translating raw Word documents into beautiful, print-ready pages to refining every typographic detail, we delivered a complete cover-to-cover design ready for press. The first issue launched to fantastic feedback from the editorial team and readers alike — praised for its clarity, balance, and modern edge.

Client Feedback

“Backbone Studio completely redefined what SALT could be. The design is fresh, intelligent, and perfectly suited to our audience. We couldn’t be happier with how it turned out.”
— The SALT Editorial Team

Find out more at www.southernandlondontimes.com