Vogue approached the graphics group in August, appointing Foxall Associates on its credentials. The consultancy has operated in the Turkish market since opening an office there in 2006, where it worked on the design of a new magazine, Biz, with the editor of the Turkish Marie Claire.
Working to a brief to ‘capture the new Turkey’, partner Andrew Foxall recounts working closely with the Turkish Vogue’s editor-in-chief, Seda Domanic, using mood boards and photography, to create ‘something expressive that would show the changing nature of the country’.
Foxall Associates aimed to avoid ‘ornate Turkish patterns’, which partner Iain Foxall believes to be cliched. Instead, ‘the magazine’s look will be quite decorative, but not in a Turkish Delight, Grand Bazaar way.’
The magazine, which will use different fonts and colours than its sister Vogue titles do, ‘stands for everything that’s modern about Turkey’, says Andrew Foxall.
The new title, published by Conde Nast, must have national and international appeal, according to Andrew Foxall, who is working on the principle that ‘someone in Brazil picking up Vogue Turkiye will be ableto have an insight’.