Der weisse Mann:
Ist er vom
Aussterben
bedroht?
The white man: is he endangered? An in-house magazine for ruby AG, told from a female point of view.
The idea
As part of an in-house editorial project at ruby AG, we developed a magazine exploring the theme of The White Man, but through an unexpected lens. Departing from the usual portrayals of power and privilege, we aimed to present him as rarely seen in public: vulnerable, emotional, and human.
Told from a female perspective, the magazine asked: what does the white man really think? Our focus wasn't on CEOs or world leaders, but on everyday men: those who cook, clean, dress up, worry, and yearn for love. Through personal storytelling, photography, and design, the project sought to open a more nuanced, empathetic dialogue around masculinity and identity.
The outcome
The result was a thought-provoking publication that challenged stereotypes and reflected ruby AG's commitment to fresh, honest narratives in visual communication.
