I'm writing a zine

Will I become an author now?

It’s finally time to break the recent silence here.

For the past few months, I’ve been putting my energies into an ambitious project.

In February I published Niche product design. The original idea of this post has evolved in my head for quite a few years. I first published it for myself in a cozy little social journal network Futureland—and about a year ago I posted it as a short tweetstorm.

However, the post wasn’t my greatest piece of writing by any means (and metrics). Examining “ugly” web design or writing about the increasing dumbness of our smart devices has been probably way more provocative and noticeable if you look at the archive.

Even though I’ve been digesting the niche thesis for a long time, I guess I had taken less time to refine and make it more coherent and appealing as an impressive essay. Yet I found it doing a good job as the ideas seemed to resonate with quite a few.
Also, the main idea will probably be forever dear to my heart.¹

Over the past year, I’ve been trying to expand my creative-indie practice beyond the ordinary product design services. I’ve started to take writing seriously by writing this publication and I also launched a research service—which is still trying to find its purpose. But I knew I wanted to do more with my writing—and so I started tinkering with the idea of making a zine a few months ago.

In search of a topic, it quickly became clear that the niche post should take the spot. It might be the rough format in which I felt I could elaborate more and deepen the original piece into a larger body of work. I’ve had only loose expectations of what that experience would be—and as with any creative work, it turned out to be not less daunting than any other work I’ve done.

The consolidated zine—which still goes by the temporary name (or not?) ‘The Niche Design Zine’ is an extension of the original essay. If I were studying formal design education at some point, this would be my Master’s thesis.

I largely think this upcoming zine is the essence of Product Identity in many ways. It speaks the language of design but in a broader lens. Through essays, ideas, and conversations, it explores design from diverse perspectives, from the business world to the designer's inner world:

• What’s the Niche Design thesis

• An expanded brief of the design community culture

• Finding soul and authenticity in a sea of sameness

• The conflict between quality and growth

Going all-in into this project also invited an opportunity to chat with some of the most influential people on the project and myself:

• Pavel Kedzich on the other web and working as a designer:

  • “We’re not changing the world. Like everyone in tech, we’ve been absorbed by business and metrics. It’s pure capitalism, and that’s just the reality. I accept that, and I’m part of it—I don’t want to change it. I’m not a revolutionary. I’m just finding my way in different areas, whether it’s a small personal project or something for a friend. That’s the level I operate on.”

• Charles (AKA Cab) Broskoski of Are.na on growth at the right pace²

  • “I feel like Are.na could be any size as long as it gets there at the right pace.”

+ There’s still more to come!

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The zine’s draft is still not 100% finished, but I think it’s more than ready to see the light of day on a greater scale.

At first, I thought to put it behind a paywall, granting access only to supporters. But then I realized it would be an unnecessary restriction. I’ve been inspired by Metalabel which cultivates a unique practice of sharing work-in-progress with readers:

We’re sharing this as a work-in-progress Google Doc with comments turned on because we’re interested in including your point of view and wisdom.

Promotional Principles for Creative People

About 600 of you have signed up to read what I have to say. Ironically, that’s more followers (humans and bots) I've accumulated across all my social media accounts since the dawn of handle’s time.

I hope the first printed batch will be available by early 2025 once I’m done with all interviews and editing. I’m still offering a pre-order, but only so I can better fund the work and support myself. This will also give you:

• A hard printed copy (once available) + digital version

• A much-appreciated acknowledgement inside the zine

• Support my indie creative pursuit

I’ve commented across the lines with notes and questions where I’m still unsure about things. While reading, feel free to add your input. You can also do it here in the comments section.

Oh, and in case you’ve had a similar experience in publishing some printing matters, I’d love to get in touch—could you also warn me what not to do?

—Itay.

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Thanks, Shachaf, Steyn, Piri, and Pavel for the early reading.

1. It became a reference point of mine, and I even gave it as a mini talk at one of my client’s offices

2. Are.na was also the first post here