John Lewis Foundation

John Lewis approached Alex Hunting Studio to establish the visual language for Foundation, a new magazine designed to bring together the breadth of the brand, from home and fashion to beauty, technology and everyday essentials, within a single, coherent editorial framework. Developed in close collaboration with the John Lewis in-house team, the brief called for something contemporary and elegant, but also practical: a system capable of carrying a wide range of content while maintaining clarity and consistency. In response, we developed a clean, structured magazine format built on a confident typographic system and a flexible grid. The design balances restraint with moments of expression, allowing the content to lead while giving the publication a distinct and recognisable identity.

Photography plays a central role in shaping the tone of the magazine. Image selection was carefully curated to create a sense of cohesion across categories, supporting a more considered and editorially led approach. This is reinforced through a refined use of typography and pacing, bringing rhythm and hierarchy to a diverse mix of stories, products and features. The result is a magazine that reframes how John Lewis communicates, combining inspiration and utility in a format that feels both elevated and accessible. A considered editorial platform designed to reflect how people live, browse and make decisions today.