Sayless Magazine
I created a magazine publication, using one of my favorite slang words, say less. Sayless Magazine presents experiences without the typical sales-driven language—no hype, no pressure, just a statement of what exists. Through a mix of conceptual art direction and strategic, minimal copy, each feature subtly positions the experience as a must-see without overselling it. Instead of overwhelming readers with details, the magazine teases just enough to spark curiosity, allowing Chill Chaffy—a Gen Z post-grad who is all about having a good time—to discover fun experiences while feeling in on something special." The goal isn’t to convince—it’s to intrigue, letting the experience speak for itself.
"Say less" means “got it” or “no need to explain further.” It’s effortless agreement—no hard sell needed.
Example: “A jazz club in a laundromat?” → “Say less.”
I designed the logo with the Y stacked over the E, forming an L in the negative space. It’s a subtle way Sayless visually reinforces its own strategy of minimal copy. The name embodies the magazine’s essence—intriguing, minimal, and effortlessly cool.
Demographic Information: Chill Chaffy
Hometown: Salt Lake City, Utah
Profession: Bartender/Waiter/Musician/Entry Sales Position (forced by parents)
Income: 20-50k
Family Life: Single, Independent, Post Grad
Hobbies: Skiing, snowboarding, surfing, camping, hiking, music festivals
Technology Experience: Tech-savvy
Personal Bio:
Chill Chaffy loves the outdoors and embraces all weather. Whether it’s skiing on ice-covered streets or rafting down a river, he’s always looking for adventure. He values authentic connections and is drawn to people who share his carefree outlook on life. Sayless helps Chaffy explore new experiences without the pressure of comparison, focusing on authentic joy over success. He reads Sayless to discover new festivals, hobbies, and places, cherishing the opportunity to meet others who appreciate life’s simple pleasures. For Chaffy, Sayless opens up a world of new possibilities, like attending a reggae concert in his city and diving into a vinyl collection.
Competitor Analysis:
Gale.com: Offers comprehensive, instructional content that feels more like a textbook than an inspiring experience.
The Red Bulletin: Targets millennials and Gen Z with success stories from famous figures, but it can be hard for the average reader to relate to these high-profile experiences.
Sayless vs The Competitors:
Sayless stands out by presenting life’s possibilities authentically, with brief descriptions and firsthand testimonials that engage readers like Chill Chaffy. It uses tribal marketing to foster a community based on shared interests, offering a more relatable, immersive experience compared to the formulaic, distant tone of competitors.