Magazines are a powerful tool to promote an ideology or way of thinking. However, in the current scenario, magazines are finding it difficult to sustain themselves without the support of advertisements as readership is dwindling due to the slow rise of the digital reading audience. I propose to create a design magazine, published by IDC and targeted at young, aspiring design students, that talks about not just design studios and important people in design in the country but also about larger aspects of design and displays a nuanced view of design as a field or study. A magazine is a perfect vehicle to propagate the design message, in that it not only provides information but is itself a canvas. Since there is no commercial motive behind this magazine, it will be able to disseminate a more holistic design ethos and thinking, which can be part of an evolving design pedagogy. I also aim to create a structure within which the magazine is able to sustain itself without having to restrict any aspect of its being in order to retain readership.