Every year at Light and Building — one of the world’s leading trade fairs for lighting and building technology — Busch-Jaeger publishes the Innomag. A flagship editorial publication that works across multiple registers simultaneously: lifestyle, product, technical, and innovation.

Since 2022 I have contributed as Art Director to the visual concept, structure, and design of the magazine — across three editions spanning over 300 pages of editorial design.

The challenge is always the same and always different. Holding a coherent visual language across content that shifts constantly in tone and complexity — from aspirational lifestyle imagery to detailed technical information — while ensuring the magazine feels like a considered whole rather than a collection of parts.

The 25/26 edition marked a significant moment — the first to carry Busch-Jaeger’s new visual identity, and the first to bring three brands together under one publication: ABB, Busch-Jaeger, and Striebel & John.

A magazine that has to feel like everything at once — and still feel like one thing.