KNOWSHOW approached me to develop KNOW?MAG, a national publication that could extend Canada’s leading streetwear, skate, snow and lifestyle-fashion trade marketplace beyond the convention floor.

We assessed the opportunity and determined that the magazine needed to do more than function as a trade guide. It needed its own editorial credibility and visual identity while remaining connected to KNOWSHOW—creating a platform where brands, retailers, designers, artists, athletes and the broader culture surrounding the industry could intersect.

Across fofifteen national issues, I established the publication’s editorial voice, visual direction, content architecture and production process. Working from initial editorial planning through final publication, I developed story concepts, commissioned and managed writers and creative contributors, directed photography, shaped layouts and image sequencing, and maintained consistency across editorial and commercial content.

Original photography and editorial production became a central part of that identity. I produced, styled, art directed and photographed fashion, lifestyle and cultural stories, working with brands, talent and locations to create material specifically for each issue rather than relying primarily on supplied industry content.

Each issue required balancing independent editorial storytelling with the commercial realities of an industry publication. Advertising, brand participation and trade information were integrated into the overall structure without allowing them to dictate the magazine’s editorial character.

The result was a publication that expanded KNOWSHOW from a twice-yearly industry event into an ongoing cultural platform. KNOW?MAG connected emerging brands and influential retailers with the people, ideas and visual culture shaping Canadian streetwear, skate and snow, transforming what could have been a conventional trade publication into a distinct editorial property.