Building a professional, award-winning magazine
The Client
Guinea Pig Magazine is an award-winning manual for guinea pig owners, produced bi-monthly and distributed to a growing subscription base. Originally founded and run by a single editor, the magazine has since expanded into a small team and, more recently, partnered with HayPigs to support commercial growth through toys and treats for guinea pigs. The magazine balances education, welfare and community, serving a highly engaged niche audience with in-depth articles, interviews and expert advice.
The Problem
When the magazine launched, the founder was responsible for everything - writing, editing, layout, production and promotion. As the publication grew, this became unsustainable.
The design, in particular, was difficult to keep consistent and professional alongside the editorial workload. Tight print deadlines, multiple stakeholders and frequent revisions made it hard to refine layouts or develop a recognisable visual identity. To grow the magazine and explore wider distribution, the publication needed a clearer structure, stronger visual consistency and a more efficient production process.
The Solution
I was brought on in 2019 to take ownership of the magazine’s design and production, allowing the editorial team to focus on content and growth. Together, we evolved the visual identity into a more polished, professional system while retaining the magazine’s warmth and accessibility.
Over time, we developed a repeatable design process for each issue, making production more efficient despite tight two-week turnaround cycles. The magazine now follows a clear structure, with consistent typography, layout and visual hierarchy across all 52 pages.
Since then, Guinea Pig Magazine has grown its readership, expanded its team and secured wider recognition, including being stocked in WHSmith stores from 2022. I continue to work with the magazine on an ongoing basis, producing six issues per year and supporting its long-term evolution as a trusted publication within its niche.
The Story Behind the Logo
