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Unfoldisaone-pageresearchmagazineexploringwaysoflivingandworkingtoday

Unfoldisaone-pageresearchmagazineexploringwaysoflivingandworkingtoday

Unfoldisaone-pageresearchmagazineexploringwaysoflivingandworkingtoday

Unfoldisaone-pageresearchmagazineexploringwaysoflivingandworkingtoday

Director, Chief Editor

2020 – 2022

Editorial strategy

Editorial strategy

Brand identity

Brand identity

Content system

Content system

UX design

UX design

Research

Research

Editorial strategy

Editorial strategy

Brand identity

Brand identity

Content system

Content system

UX design

UX design

Research

Research

Unfold

My role

Director, Chief Editor for 2 years, during time as Cutwork CMO

Industry

Architecture, publishing, sociology, urbanism

Timeframe

2020 – 2022

+23%

subscribers

Unfold newsletter annual growth

+23%

subscribers

Unfold newsletter annual growth

+23%

subscribers

Unfold newsletter annual growth

+23%

subscribers

Unfold newsletter annual growth

6

clients

Three mail-out campaigns nurtured leads into clients

6

clients

Three mail-out campaigns nurtured leads into clients

6

clients

Three mail-out campaigns nurtured leads into clients

6

clients

Three mail-out campaigns nurtured leads into clients

7

talks/panels

Secured host and panel positions at industry events

7

talks/panels

Secured host and panel positions at industry events

7

talks/panels

Secured host and panel positions at industry events

7

talks/panels

Secured host and panel positions at industry events

About

Unfold is a 'one-page magazine' created by Cutwork. Each edition asks one big question around housing, cities, nature, or family and condenses months of desk research into a single A4 you can print and read anywhere.

About

Unfold is a 'one-page magazine' created by Cutwork. Each edition asks one big question around housing, cities, nature, or family and condenses months of desk research into a single A4 you can print and read anywhere.

About

Unfold is a 'one-page magazine' created by Cutwork. Each edition asks one big question around housing, cities, nature, or family and condenses months of desk research into a single A4 you can print and read anywhere.

About

Unfold is a 'one-page magazine' created by Cutwork. Each edition asks one big question around housing, cities, nature, or family and condenses months of desk research into a single A4 you can print and read anywhere.

The challenge

Cutwork was building ambitious shared-living projects, but our thinking on the wider social, economic, and ecological shifts lived across scattered notes, decks, and conversations.

These insights proved to be our strongest sales asset; we needed a clear, durable way to share them with leads and clients.

The challenge

Cutwork was building ambitious shared-living projects, but our thinking on the wider social, economic, and ecological shifts lived across scattered notes, decks, and conversations.

These insights proved to be our strongest sales asset; we needed a clear, durable way to share them with leads and clients.

The challenge

Cutwork was building ambitious shared-living projects, but our thinking on the wider social, economic, and ecological shifts lived across scattered notes, decks, and conversations.

These insights proved to be our strongest sales asset; we needed a clear, durable way to share them with leads and clients.

The challenge

Cutwork was building ambitious shared-living projects, but our thinking on the wider social, economic, and ecological shifts lived across scattered notes, decks, and conversations.

These insights proved to be our strongest sales asset; we needed a clear, durable way to share them with leads and clients.

Approach

Unfold offered a structured way to interrogate industry-shaping questions, enhance real-world projects, and carry the ideas in a small, memorable object—useful while lockdown paused in-person events.

I set it up as a lean in-house editorial programme: one big question per issue, focused research and writing, and an A4 format anyone could print at home.

Each edition fueled our sales and marketing engine (talks, pitches, newsletters, guides, and social) with minimal extra effort.

Approach

Unfold offered a structured way to interrogate industry-shaping questions, enhance real-world projects, and carry the ideas in a small, memorable object—useful while lockdown paused in-person events.

I set it up as a lean in-house editorial programme: one big question per issue, focused research and writing, and an A4 format anyone could print at home.

Each edition fueled our sales and marketing engine (talks, pitches, newsletters, guides, and social) with minimal extra effort.

Approach

Unfold offered a structured way to interrogate industry-shaping questions, enhance real-world projects, and carry the ideas in a small, memorable object—useful while lockdown paused in-person events.

I set it up as a lean in-house editorial programme: one big question per issue, focused research and writing, and an A4 format anyone could print at home.

Each edition fueled our sales and marketing engine (talks, pitches, newsletters, guides, and social) with minimal extra effort.

Approach

Unfold offered a structured way to interrogate industry-shaping questions, enhance real-world projects, and carry the ideas in a small, memorable object—useful while lockdown paused in-person events.

I set it up as a lean in-house editorial programme: one big question per issue, focused research and writing, and an A4 format anyone could print at home.

Each edition fueled our sales and marketing engine (talks, pitches, newsletters, guides, and social) with minimal extra effort.

Unfold object impressions

Unfold object impressions

Unfold object impressions

Unfold object impressions

Unfold branding animation

Select sketch from Unfold; I provided creative direction for each edition

Unfold branding animation

Select sketch from Unfold; I provided creative direction for each edition

Unfold branding animation

Select sketch from Unfold; I provided creative direction for each edition

Unfold branding animation

Select sketch from Unfold; I provided creative direction for each edition

Design format

Unfold fits in a pocket: a single A4 that’s easy to print, easy to mail, and hard to forget once it’s on a desk. The tactile format stands apart from quickly consumed, quickly forgotten digital media.

I designed the unfolding process to guide readers from the question, to a short thesis, to the in-depth read.

Design format

Unfold fits in a pocket: a single A4 that’s easy to print, easy to mail, and hard to forget once it’s on a desk. The tactile format stands apart from quickly consumed, quickly forgotten digital media.

I designed the unfolding process to guide readers from the question, to a short thesis, to the in-depth read.

Design format

Unfold fits in a pocket: a single A4 that’s easy to print, easy to mail, and hard to forget once it’s on a desk. The tactile format stands apart from quickly consumed, quickly forgotten digital media.

I designed the unfolding process to guide readers from the question, to a short thesis, to the in-depth read.

Design format

Unfold fits in a pocket: a single A4 that’s easy to print, easy to mail, and hard to forget once it’s on a desk. The tactile format stands apart from quickly consumed, quickly forgotten digital media.

I designed the unfolding process to guide readers from the question, to a short thesis, to the in-depth read.

UX unfolding sequence

UX unfolding sequence

UX unfolding sequence

UX unfolding sequence

Pocket-sized, read anywhere

Unfolding UX impressions

Pocket-sized, read anywhere

Unfolding UX impressions

Pocket-sized, read anywhere

Unfolding UX impressions

Pocket-sized, read anywhere

Unfolding UX impressions

Editorial strategy

Each edition is anchored on one 'Big Question' that guided the research, narrative, and visuals.

I led the editorial with our co-founder and a junior researcher to gain insight from published sources, interviews, and project knowledge.

Editorial strategy

Each edition is anchored on one 'Big Question' that guided the research, narrative, and visuals.

I led the editorial with our co-founder and a junior researcher to gain insight from published sources, interviews, and project knowledge.

Editorial strategy

Each edition is anchored on one 'Big Question' that guided the research, narrative, and visuals.

I led the editorial with our co-founder and a junior researcher to gain insight from published sources, interviews, and project knowledge.

Editorial strategy

Each edition is anchored on one 'Big Question' that guided the research, narrative, and visuals.

I led the editorial with our co-founder and a junior researcher to gain insight from published sources, interviews, and project knowledge.

No. 1 - Towards Today’s Habitat

'Living and working have changed. New habits, new habitat?'

No. 1 - Towards Today’s Habitat

'Living and working have changed. New habits, new habitat?'

No. 1 - Towards Today’s Habitat

'Living and working have changed. New habits, new habitat?'

No. 1 - Towards Today’s Habitat

'Living and working have changed. New habits, new habitat?'

No. 2 - Liquid Territory

'Cities are reaching their breaking point. What are our alternatives?'

No. 2 - Liquid Territory

'Cities are reaching their breaking point. What are our alternatives?'

No. 2 - Liquid Territory

'Cities are reaching their breaking point. What are our alternatives?'

No. 2 - Liquid Territory

'Cities are reaching their breaking point. What are our alternatives?'

No. 3 - Confronting Nature

'What is our everyday relationship with what we call nature?'

No. 3 - Confronting Nature

'What is our everyday relationship with what we call nature?'

No. 3 - Confronting Nature

'What is our everyday relationship with what we call nature?'

No. 3 - Confronting Nature

'What is our everyday relationship with what we call nature?'

No. 4 - After the Family

'Could new definitions of family help address inequalities in the next urban era?'

No. 4 - After the Family

'Could new definitions of family help address inequalities in the next urban era?'

No. 4 - After the Family

'Could new definitions of family help address inequalities in the next urban era?'

No. 4 - After the Family

'Could new definitions of family help address inequalities in the next urban era?'

Research to design practice

Unfold's findings directly informed project briefs and design decisions, aligning projects to emerging needs and deeper societal shifts.

Research to design practice

Unfold's findings directly informed project briefs and design decisions, aligning projects to emerging needs and deeper societal shifts.

Research to design practice

Unfold's findings directly informed project briefs and design decisions, aligning projects to emerging needs and deeper societal shifts.

Research to design practice

Unfold's findings directly informed project briefs and design decisions, aligning projects to emerging needs and deeper societal shifts.

Liquid Territory sharpened our push into modular, prefab housing, including PolyRoom and PolyBloc

Confronting Nature led to biodiversity-first designs for PolyRoom's bird house and rooftop garden

Liquid Territory sharpened our push into modular, prefab housing, including PolyRoom and PolyBloc

Confronting Nature led to biodiversity-first designs for PolyRoom's bird house and rooftop garden

Liquid Territory sharpened our push into modular, prefab housing, including PolyRoom and PolyBloc

Confronting Nature led to biodiversity-first designs for PolyRoom's bird house and rooftop garden

Liquid Territory sharpened our push into modular, prefab housing, including PolyRoom and PolyBloc

Confronting Nature led to biodiversity-first designs for PolyRoom's bird house and rooftop garden

Impact & reach

Unfold became a backbone of communications, supporting 23% annual newsletter growth, securing seven industry talks, and nurturing leads across a long sales cycle. From three targeted mail-out campaigns, six recipients eventually became clients.

Impact & reach

Unfold became a backbone of communications, supporting 23% annual newsletter growth, securing seven industry talks, and nurturing leads across a long sales cycle. From three targeted mail-out campaigns, six recipients eventually became clients.

Impact & reach

Unfold became a backbone of communications, supporting 23% annual newsletter growth, securing seven industry talks, and nurturing leads across a long sales cycle. From three targeted mail-out campaigns, six recipients eventually became clients.

Impact & reach

Unfold became a backbone of communications, supporting 23% annual newsletter growth, securing seven industry talks, and nurturing leads across a long sales cycle. From three targeted mail-out campaigns, six recipients eventually became clients.

Reflection

Unfold taught me how to gain deep insights, drive the conversation, build trust, and win work.

The dual effort of digital articles and physical editions made the programme heavy, and we under-invested in measurement for downloads and print-at-home use.

Next time, I would design lighter formats and measure each channel from day one to confirm where the value is.

Reflection

Unfold taught me how to gain deep insights, drive the conversation, build trust, and win work.

The dual effort of digital articles and physical editions made the programme heavy, and we under-invested in measurement for downloads and print-at-home use.

Next time, I would design lighter formats and measure each channel from day one to confirm where the value is.

Reflection

Unfold taught me how to gain deep insights, drive the conversation, build trust, and win work.

The dual effort of digital articles and physical editions made the programme heavy, and we under-invested in measurement for downloads and print-at-home use.

Next time, I would design lighter formats and measure each channel from day one to confirm where the value is.

Reflection

Unfold taught me how to gain deep insights, drive the conversation, build trust, and win work.

The dual effort of digital articles and physical editions made the programme heavy, and we under-invested in measurement for downloads and print-at-home use.

Next time, I would design lighter formats and measure each channel from day one to confirm where the value is.

Unfold established Cutwork as a real thought leader in new ways to live and work.

Antonin Yuji Maeno

Cutwork co-founder, Chief Architect

Unfold established Cutwork as a real thought leader in new ways to live and work.

Antonin Yuji Maeno

Cutwork co-founder, Chief Architect

Unfold established Cutwork as a real thought leader in new ways to live and work.

Antonin Yuji Maeno

Cutwork co-founder, Chief Architect

Unfold established Cutwork as a real thought leader in new ways to live and work.

Antonin Yuji Maeno

Cutwork co-founder, Chief Architect

Team

Antonin Yuji Maeno

Chief Architect, sparring partner

Sam Trenerry

Guest editor

Natasha Mead

Graphic design (initial layout)

Léa Brosseau

Research

Handover Studio

Photography

Team

Antonin Yuji Maeno

Chief Architect, sparring partner

Sam Trenerry

Guest editor

Natasha Mead

Graphic design (initial layout)

Léa Brosseau

Research

Handover Studio

Photography

Team

Antonin Yuji Maeno

Chief Architect, sparring partner

Sam Trenerry

Guest editor

Natasha Mead

Graphic design (initial layout)

Léa Brosseau

Research

Handover Studio

Photography

Team

Antonin Yuji Maeno

Chief Architect, sparring partner

Sam Trenerry

Guest editor

Natasha Mead

Graphic design (initial layout)

Léa Brosseau

Research

Handover Studio

Photography

Founder, Creative Director

Founder, Creative Director

Founder, Creative Director

Founder, Creative Director

Websites

Websites

Websites

Websites

Branding

Branding

Branding

Branding

Team leadership

Team leadership

Team leadership

Team leadership

XYZ design co.

Ran a boutique web studio and delivered 45+ client websites; built to be clear, credible, easy to maintain

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Available now

Hey, let’s discuss your

project or a potential role

More about me

Available now

Hey, let’s discuss

your project or a

potential role

More about me

Available now

Hey, let’s discuss

your project or

a potential role

More about me

Available now

Hey, let’s discuss

your project or

a potential role

More about me

Address

Hackney

London, UK

Navigation

Legal

Impressum

Privacy policy

Credits

Design: Bryce Willem

Code: Ezzat Abdelrazek

London

13:39:27

Address

Hackney

London, UK

Navigation

Legal

Impressum

Privacy policy

Credits

Design: Bryce Willem

Code: Ezzat Abdelrazek

London

13:39:27

Address

Hackney

London, UK

Navigation

Legal

Impressum

Privacy policy

Credits

Design: Bryce Willem

Code: Ezzat Abdelrazek

Address

Hackney

London, UK

Navigation

Legal

Impressum

Privacy policy

Credits

Design: Bryce Willem

Code: Ezzat Abdelrazek