HAY-HAY Magazine

Art Direction, Editorial Design, and Photography by Jenny Vasileva.

HAY-HAY Magazine is the print publication of HAY-HAY Concept Store, an independent Zurich-based platform. I led the project as Art Director — building the magazine's visual identity from scratch and delivering all 178 pages within a six-week production cycle. My role covered the full scope of editorial work: visual concept, typography system, grid, layout of every spread, image curation and pairing, cover design, and prepress. I also shot one of the editorial features in-house. Working on a magazine combines two disciplines that rarely sit together — visual design and editorial logic. My background in journalism informs how I approach a publication: not as a series of spreads, but as a structured reading experience where rhythm, hierarchy, and pacing matter as much as image and type. The issue was printed and went on sale at Never Stop Reading bookstore in Zurich, with a launch event in March 2026. The project is the first in an ongoing collaboration with HAY-HAY as their Art Director of record.