The initial theme/subject matter was a mix of Streetwear and Skateboard culture, but the streetwear portion was cut due to amount of skate content and photography. However, the end product kept the initial minimal yet eye-catching design system that was pitched. The initial name of the magazine was going to be darkslide (a skate trick) however it was ultimately changed to cab (a less edgy skate trick) magazine to match the overall tone of the magazine.

A competitive analysis on other skateboard/streetwear magazines was completed to better understand the target audience.