Experiments in type.
With Cody fully on board, and prepared to drain my life savings to start this magazine, I dove head first into the world of publishing, hoping against all hopes, I’m not at the shallow end. First things first: the name. What would we call our magazine? What would capture our ideals and concept in a single word? The thought process and development went as follows:
HiPE, a play on the abbreviated Hawaii (HI) and ‘hype,’ as in ‘What’s all the hype about?’ Negative. No good. Childish. Like Sassy or G Magazine.
Fifty, as in the 50th State. State-specific, catchy. Relevant, but old? As in fifty years old? Ech, no good.
Paradigm. Shift. The Model. Hmmm.
InFLUX. Influential. Influx of people. Influx of immigrants? A life in flux? Change = Trepidation, Worry. Influenza? Negative.
FLUX, as in a city in flux, changing, progressing, moving forward. A place of influx, of peoples, places, trends = diversity.
It fits. It’s perfect. It captures the diversity that makes Hawaii so unique. Soon after our MISSION statement seemed to just organically grow out of this name we chose:
“At the very center of the Pacific Rim, Hawaii serves as a place of influx, as the link between New York and Los Angeles, Hong Kong and Japan. Given this unique positioning, FLUX Hawaii seeks to reorient both how our city, as well as the rest of the world, conceives of our islands. A quarterly lifestyle magazine dedicated to educate and entertain on contemporary culture, fashion, arts, music and travel, FLUX Hawaii seeks to create a culture of curiosity and intrigue reflecting a city in constant flux and portraying the influx of cultures, peoples, places and trends that make our city unlike anywhere in the world.”
It all seems to be falling into place.