PETRIe Magazine

Pushing the boundaries of journalistic genres, elevated through editorial design.

I was commissioned as design director and tasked with a complete editorial redesign of the printed edition of PETRIe Magazine, aimed at aligning its strategic vision and visual language. Over three years I have hired and led a design team of two remotely, increased brand awareness and readership numbers and helped manifest PETRIe as an award-winning magazine, sold at recognised cultural institutions like Tate Modern, Frieze Art Fair and the Photographer’s Gallery. A social campaign accompanied each printed publication.

Role: Design Director
2015–2018

Key Expertise: Design Direction, Design Leadership, Design Consultancy, Editorial Design, Social Campaign

PETRIe is an independent publication, striving to tell diverse and representative stories and elevate non-mainstream voices. Established and emerging contributors give voice to often ignored topics, pushing the boundaries of journalistic genres, as they call for a deeper, more meaningful form of engaging with issues at hand.

PETRIe was sold at recognised cultural institutions like:

PETRIe #69
Extinction, 5th-anniversary issue

- Stack Awards 2018: Shortlisted in the category 'Best use of photography’
- Creativepool Awards 2019: Silver in the category 'Publishing'

The new design direction focused on the bare structure and main components of the layout. Giving photography and copy room to breathe and interact with the viewer without distractions. Each publication is accompanied by a social campaign and additional insightful content on PETRIE's website.

"The concept of PETRIe 69 to elevate non-mainstream voices and highlight the importance of keeping independent publications alive is certainly realised in what is a beautiful and what looks to be resilient piece of work. The message of the editorial is echoed through the realisation of the design — Mueller should be particularly praised for crafting a product made to last as a counter offering to our throw-away culture and the so-called death of print.”

Ellen Stewart — CreativePool Awards Judge 2019

PETRIe #68
Not Your Savage

One-month social campaign rollout for PETRIe 68 on Instagram to increase awareness and excitement around the redesign, release and launch at the Photographers’ Gallery.

Launch event at The Photographers’ Gallery London.

“Contemporary and bold with an appealing aesthetic that avoids the current editorial generics.”

Lee Hoddy — CreativePool Awards Judge 2018

PETRIe #67
Privary and Exposure

Katja Alissa Mueller
— design, vision, strategy