Bryce
Bryce
Willem
Willem
designs
designs
Bryce
Bryce
Willem
Willem
designs
designs
Bryce
Bryce
Willem
Willem
designs
designs
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


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Hey, let’s discuss
your project or a
potential role



Available now
Hey, let’s discuss
your project or
a potential role



Available now
Hey, let’s discuss
your project or
a potential role



Address
Hackney
London, UK
Legal
Impressum
Privacy policy
Credits
Design: Bryce Willem
London
Address
Hackney
London, UK
Legal
Impressum
Privacy policy
Credits
Design: Bryce Willem
London
Address
Hackney
London, UK
Legal
Impressum
Privacy policy
Credits
Design: Bryce Willem
Address
Hackney
London, UK
Legal
Impressum
Privacy policy
Credits
Design: Bryce Willem