ON AIR began with the idea of creating a cultural magazine around music, fashion, photography, illustration, design and independent culture. From that starting point, SOMA developed the name, identity and editorial direction of the publication.

The magazine took shape as we defined its 60-page structure, recurring sections and the relationship between editorial content and advertising space. From there, we developed content for the first issue and advanced its layout, establishing the grid, hierarchy and visual principles that could guide future editions.

That process also defined how the publication would work behind the pages: editorial organization, contributors, printing and distribution became part of a structure designed to make each issue viable.

The first edition was not published during SOMA’s involvement, but the project was left with a defined identity, developed content and an editorial, visual and commercial structure advanced enough for the internal team to continue.