Project
DWeb Digest Magazine
Branding · Marketing · Content
Overview
Filecoin Foundation’s FFDW arm needed a content format that could carry long-form thinking about the decentralised web — something more considered than a blog post, more lasting than a tweet thread, and useful as a physical object at events. The brief was to design a magazine from scratch: name, identity, layout system, and a production workflow that could sustain regular issues without a dedicated editorial team.
Approach
Creative direction covered the full publication: naming, visual identity, typography system, and layout design for both digital and print editions. The key production decision was building an AI illustration pipeline using a custom-trained model to generate thematically relevant imagery for each issue — maintaining visual consistency across articles without the cost and lead time of commissioning illustrators. This was an early and deliberate integration of generative AI into a production workflow, treating the model as a creative collaborator rather than a shortcut. Drop-ship printing handles physical production on demand, keeping overhead minimal while enabling high-quality copies for events.
Outcomes
DWeb Digest launched as a fully realised print and digital publication, distributed at FFDW events and available online at ffdweb.org/digest. The AI illustration pipeline proved the viability of generative tooling in a real editorial context — consistent quality, fast turnaround, and a visual language that felt intentional rather than generated. The magazine functions as both a content product and a brand artefact: something people take away from events and keep.