ERR Magazine
Leiah Choi
ERR Magazine is a conceptual editorial and branding project that repositions creative failure as a valuable and transformative part of the design journey. Born from personal experiences of struggle and self-doubt as a designer, the magazine was created to open up honest conversations around failure within the creative industry. Through a mix of essays, interviews, and visual storytelling, it explores how individuals process setbacks, reflect, and ultimately grow through these moments. The project extends beyond print into lifestyle merchandise, offering a brand experience that encourages creatives to embrace vulnerability and see failure as part of a larger, shared process.
The branding for ERR Magazine takes a bold and playful approach to visually represent the messiness and energy of creative failure. The identity is built around five vivid primary colours and abstract, dynamic shapes that capture a sense of movement, experimentation, and imperfection.
At the heart of the identity is the logo, which was developed by connecting visual points derived from the Korean word for “failure” (실패). This subtle connection to my cultural background adds personal depth and meaning to the brand, rooting the visual language in both identity and intention. The outcome is a brand system that feels expressive, inclusive, and optimistic—one that makes failure feel less isolating and more like a creative opportunity.
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Posted Aug 11, 2025
Created Brand Identity and designed for ERR Magazine to explore and embrace failure in the creative industry.
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Timeline
Jan 10, 2023 - May 8, 2023
