The monothematic publication “7” is a visual re-interpretation of the animal magazine genre. Its theme is the seven lives and facets of a cat, which are abstracted and transferred to human life. The design and contents reflect the character of a cat – fine, demanding and unexpected. The colour concept alludes to the anatomical character of a cat’s eye, which cannot perceive red, replacing it with blue instead. This is also the reason for the images’ duplicated look. The pages are perforated and illustrated by hand, making every copy unique.