Charlotte McCrae and Frana Hollands
Stone Soup Magazine Volume 11

  • 2020

    Submission # 179

  • Output

    Publication – Pukapuka

  • Kaupapa

    Identity – People & Culture

    Identity – Politics & Action

  • Location

    Auckland, Tāmaki Makaurau

Project Overview:
The theme of this volume of Stone Soup was Emergence. It came out of the first year of Covid-19 and in the wake of the global Black Lives Matter protests. The design sought to use disruptive elements to capture people's attention and draw them into the content, which aimed to highlight positive emergent stories which centered BIPOC in a challenging but liminal year.

There is a recurring typographic theme starting with a very arresting cover, which plants the seed of what’s within, and then rhymes and guides us through the magazine, illustrating quotes which reinforce the overarching theme of ‘Emergence’ and the stories which point us towards it.

The treatment was inspired by street level punk posters and Xerox zines. Bringing the DIY of punk together with the DIY of the grassroots stories being told. The typography has elements of destruction and emergence, they make you sit up and pay attention, but also force you to engage to decipher their meaning.

This typographic approach was paired with analogue documentary style portraiture which illustrated people and place. Giving reverence to the people and solutions emerging out of the destruction.

The outcome is a marriage between the theme, the written content and the illustration, all brought together and becoming more than the sum of their parts by design.

The Kaupapa of Stone Soup is generosity, sharing, whanaungatanga. In this volume our intent was to look at the sort of world we might want to make as we emerged out of 2020. As we inhabited this liminal space, were we going to be caught in the headlights of pessimism, or were we going to seek new possibilities. We did so by looking at people who exemplify our kaupapa, through their reaction to Covid-19 lockdown and how they supported their community, or at the way they already point us towards a way of being which leads us away from perpetual crisis. Whether that is through the sharing of food, knowledge, seeds, friendship, kindness, time, space...

The intention of the work is exemplified by the quote by Rebecca Solnit which leads us into the magazine: “Inside the word "emergency" is "emerge"; from an emergency new things come forth. The old certainties are crumbling fast, but danger and possibility are sisters.”

It’s values are represented by the people we chose to highlight and the treatment we gave them in design. We wanted to make heroes of our subjects.

Diversity is the other value present in all of our magazines but central to this volume.
It was important to us that the voices most present were those that are often missing, and who offer us all a window into a pluriverse of possibility.

Stone Soup seeks to shine lights on and represent stories frequently either absent from or misrepresented by the mainstream. We seek to open the imagination by exploring the inspiring stories of those who are emergent at the ground level. The tap roots of positive change.

As a crowdfunded, cooperative platform, Stone Soup seeks to make its means its ends. It is a community and a gifting economy in which it’s organisers, designers, writers and creatives all gift their time and talents, which enables the magazine to be gifted to its audience and then asks that they pay that forward into the world or loop back around and support the magazine financially.

This model means we are producing a gift rather than a commodity, the community is the client and the talent, and the brief is creative freedom. The absence of major funders or advertisers means that writers are enabled to speak in their own very lightly edited voices (about topics they choose), illustrators are enabled to push boundaries and design is fluid and evolving, not aspiring to maintain a consistent brand, but to continue to strive into new territory and always to center the stories and their protagonists.

The scope of the work is an experiment in generosity and creativity. In an attempt to make a genuine independent publishing model in an era overwhelmingly dictated by content partnerships, advertorial and stories catering to focus group dynamics.

The context of Stone Soup is possibility.

Archiver’s Response:

"Stone Soup is a piece of freedom both in expression and design. The magazine is a collection of raw and diverse contributions.
Its contributors are gifting time and passion to keep the discussion going and to take the reader in unexpected places."

"Great free design!"

Credits & Collaborators:
Creative Director - Charlotte McCrae, Frana Hollands, Aaron McLean
Designer - Charlotte McCrae, Frana Hollands, David Wise
Editor - Aaron McLean, Jane Wallace, Maggie Hablous, Leisha Jones, Sophie Evans
Artist - We have to many to add...

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Archive Submission
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Charlotte McCrae and Frana Hollands