A surf & lifestyle newsprint magazine.
Client: The Usual
Role: Co-founder, Creative Director
The Usual is a creative team with a penchant for culture and the outdoors. We specialize in smart, irreverent branded content. Living year-round in Montauk, we saw how the beach town brought some of NYC’s most interesting creatives out for the weekends to surf, relax, and make work. We decided to explore these personalities through a limited-edition newsprint publication. We chose newsprint because it wasn’t precious – something people could easily read while having a lazy Saturday at the beach. We called ourselves “The Usual” because our mission was to be anything but that – exploring the unusual stories and people that make the “drinking village with a fishing problem” so vibrant and special. Remind us to tell you about the time Yasha uncovered that Sea Monkeys were invented in Montauk by the first Jewish member of the KKK.
In Print 2011 — 2015
After starting “The Usual”, we got so much interest from brands that we quickly expanded into a boutique creative agency, The Usual Creative, to help clients translate their vision through an authentic lens.
Watch issue two of ‘The Usual’ get printed
Your creative team — Yasha & Emily.
