Firebrand Media LLC in Laguna Beach will launch Pacific Coast magazine in September to cover the “iconic West Coast lifestyle” from Baja to British Columbia, according to Chief Executive Steve Zepezauer.

“We felt there was a void in the market and we are driven by our desire to encapsulate and deliver this iconic California culture to a huge, qualified audience,” Zepezauer said.

Justine Amodeo will edit the new quarterly publication and Denise Adams has been named publisher. Both worked at Coast magazine, a lifestyle publication based in Santa Ana under the auspices of the Orange County Register, now owned by Denver-based Digital First Media.

Firebrand plans distribution of 100,000 copies of the new publication to wealthy coastal readers between Long Beach and San Clemente, said Donald Nosek, group publisher and chief strategy officer.

The Newport Beach offices of HOM Sotheby’s International Realty and of Stanfield Real Estate have signed on as corporate sponsors of the new publication.