{"id":24079,"date":"2016-11-01T14:03:53","date_gmt":"2016-11-01T18:03:53","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=24079"},"modified":"2020-04-03T16:08:26","modified_gmt":"2020-04-03T20:08:26","slug":"vegan-magazine-julie-gueraseva-writes-love-letter-better-future","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/vegan-magazine-julie-gueraseva-writes-love-letter-better-future","title":{"rendered":"With her vegan magazine, Julie Gueraseva writes a &#8216;love letter to a better future&#8217;"},"content":{"rendered":"\n<p>Though Julie Gueraseva\u2014the founder and creative force behind the vegan lifestyle publication&nbsp;<a href=\"http:\/\/laikamagazine.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>LAIKA<\/em><\/a>\u2014decided to go vegan about a decade ago, her adoration of animals dates back to early childhood, when she and her twin sister had an \u201cobsession with stray cats.\u201d<\/p>\n\n\n\n<p>\u201cOne of our favorite things was to look for stray kitties, and feed them, or try to get close to them, and bring some of them home,\u201d says Gueraseva, now 41 years old.<\/p>\n\n\n\n<p>And then there\u2019s that picture of the sisters with a goat at a petting zoo: \u201cWe\u2019re dressed exactly the same. We have these pigtails. And we\u2019re both hugging this goat for dear life. I think that love for animals was always really strong.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"\/ideas\/wp-content\/uploads\/sites\/4\/2016\/11\/With-Her-Vegan-Magazine-Julie-Gueraseva-Writes-a-\u2018Love-Letter-to-a-Better-Future\u20192-800x571.jpg\" alt=\"with-her-vegan-magazine-julie-gueraseva-writes-a-love-letter-to-a-better-future2\" class=\"wp-image-24085\"\/><\/figure>\n\n\n\n<p>Born in the Soviet Union, Gueraseva\u2019s family moved to the United States when she was six years old, after her father\u2019s job at the United Nations relocated them to New York. It was 1981, during the Cold War, and the family settled into an Eastern European compound in the Bronx. Given Russia\u2019s \u201cmeat and potato culture\u201d\u2014\u201cThat was the structure of socialist Soviet life,\u201d says Gueraseva\u2014she grew up far from vegan. But every summer, she would visit her grandmother, a health-conscious pediatrician, who would serve the sisters salad for breakfast.<\/p>\n\n\n\n<p>\u201cThanks to my grandmother, the seeds of appreciation for healthy, plant-based, vegetable-based eating were planted in me subconsciously,\u201d says the <a href=\"https:\/\/www.wework.com\/locations\/new-york-city\/brooklyn-heights\" target=\"_blank\" rel=\"noopener noreferrer\">WeWork Montague St.<\/a>&nbsp;member.<\/p>\n\n\n\n<p>Gueraseva also loved to draw, taking various workshops\u2014including one geared toward kids held at the Metropolitan Museum of Art. After getting a degree in advertising design, Gueraseva discovered that \u201cmy heart wasn\u2019t really in conceptualizing ad campaigns for corporate type of clients like Campbell\u2019s soup.\u201d So she started moving more in the direction of pure graphic design. \u201cThe notion of arranging words and visuals on a page was really appealing to me,\u201d says Gueraseva. \u201cProblem solving and that kind of visual architecture\u2014something more artistic.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"\/ideas\/wp-content\/uploads\/sites\/4\/2016\/11\/With-Her-Vegan-Magazine-Julie-Gueraseva-Writes-a-\u2018Love-Letter-to-a-Better-Future\u20196-800x571.jpg\" alt=\"with-her-vegan-magazine-julie-gueraseva-writes-a-love-letter-to-a-better-future6\" class=\"wp-image-24094\"\/><\/figure>\n\n\n\n<p>Her career took off, from designing shoeboxes for Candie\u2019s footwear to CD packaging for hip-hop and neo-soul artists. She learned the tricks of the hand-rendering trade from Brent Rollins, the creative director at <em>Complex<\/em> magazine, who\u2019s designed many hip-hop album covers.<\/p>\n\n\n\n<p>\u201cMy whole thing was trying to collect as much experience as possible,\u201d says Gueraseva. \u201cIt wasn\u2019t even really super strategic. I wasn\u2019t satisfied staying in one place for too long, and I always just wanted to know: What else is out there? What else can I pick up?\u201d<\/p>\n\n\n\n<p>After a stretch in the magazine world\u2014<em>Teen Vogue<\/em>, <em>Redbook<\/em>, <em>Harper\u2019s Bazaar<\/em>, <em>Latina<\/em>, and <em>Hallmark Magazine\u2014<\/em>the idea for her own magazine emerged in 2010. By then, Gueraseva had already been vegan for a few years.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"\/ideas\/wp-content\/uploads\/sites\/4\/2016\/11\/With-Her-Vegan-Magazine-Julie-Gueraseva-Writes-a-\u2018Love-Letter-to-a-Better-Future\u20194-800x571.jpg\" alt=\"with-her-vegan-magazine-julie-gueraseva-writes-a-love-letter-to-a-better-future4\" class=\"wp-image-24090\"\/><\/figure>\n\n\n\n<p>\u201cI started to see a void in how veganism was presented to the world, how I knew it,\u201d Gueraseva says. \u201cIt was dynamic and multifaceted, and full of interesting people doing interesting things, and these beautiful animals who are really complex and much like people\u2014they also have these histories, almost like war stories, of survival\u2014and I realized I wasn\u2019t seeing the range of this lifestyle presented in a well-designed, well-executed way that was on par with mainstream publications.\u201d<\/p>\n\n\n\n<p>Her end goal? To \u201cmake a really great magazine that just happens to be vegan.\u201d<\/p>\n\n\n\n<p>Founded at the end of 2012, <em>LAIKA<\/em> is available online, at independent bookstores, and on 50 newsstands around the country. Entirely self-funded to date, Gueraseva launched the quarterly magazine with only $10,000\u2014she was later told you need at least $100,000 to start a magazine\u2014and also found a Brooklyn-based distributor on her own. Cover stars have included renowned vegan activists, from tattoo artist Kat Von D to former NFL player David Carter (nicknamed the \u201c300 Pound Vegan\u201d) and his wife Paige.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"\/ideas\/wp-content\/uploads\/sites\/4\/2016\/11\/With-Her-Vegan-Magazine-Julie-Gueraseva-Writes-a-\u2018Love-Letter-to-a-Better-Future\u20195-800x571.jpg\" alt=\"with-her-vegan-magazine-julie-gueraseva-writes-a-love-letter-to-a-better-future5\" class=\"wp-image-24092\"\/><\/figure>\n\n\n\n<p>\u201cIt almost helped going into this with a bit of na\u00efvet\u00e9 and not being aware of some of the harsh realities of entrepreneurship,\u201d she says. \u201cJust learned as I went along. Whenever things feel challenging these days, I think of my open-minded attitude and free-spirited fearlessness of those first few months of <em>LAIKA<\/em>&#8216;s existence as a reminder that anything is possible and that there are no rules.\u201d<\/p>\n\n\n\n<p>As for the name of the publication, it\u2019s a nod to the stray dog from Moscow that was sent to space and orbited the Earth, but didn\u2019t make it back. Gueraseva says the title refers to \u201call animals treated unjustly, and also human beings\u2019 relationship with animals.&#8221;<\/p>\n\n\n\n<p>\u201cBut it\u2019s also a hopeful love letter to a better future,\u201d Gueraseva says, \u201cto a more compassionate future.\u201d<\/p>\n\n\n\n<p>Photos: <a href=\"http:\/\/www.emanuelhahn.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Emanuel Hahn<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Though Julie Gueraseva\u2014the founder and creative force behind the vegan lifestyle publication&nbsp;LAIKA\u2014decided to go vegan about a decade ago, her adoration of animals dates back to early childhood, when she and her twin sister had an \u201cobsession with stray cats.\u201d \u201cOne of our favorite things was to look for stray kitties, and feed them, or [&hellip;]<\/p>\n","protected":false},"author":893,"featured_media":24082,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43903,43911],"tags":[],"class_list":["post-24079","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-stories","category-member-spotlight"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>With her vegan magazine, Julie Gueraseva writes a &#039;love letter to a better future&#039;<\/title>\n<meta name=\"description\" content=\"Julie Gueraseva is the founder and creative force behind the vegan lifestyle publication LAIKA.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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