INTRODUCTION
P O R TF O L I O
compass magazine
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Compass was created with the objective of f illing a gap in the market. By thoroughly researching into existing magazines, a gap was identif ied for a publication which promotes outdoor culture and sustainable living within the UK. The creation of Compass began in 2015 and continued through two projects: product development and f inal major project.
CO MPA S S MAG A ZI N E
MAGAZINE MANIFESTO
PORTFOLIO
Compass is an outdoor lifestyle publication based in the UK, aimed at inspiring its readers to explore, create and pursue their passions. Compass features a wide range of non-gender specif ic content aimed at promoting sustainable living and a mindful, forward-thinking attitude.
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COM PA S S M AG A Z I NE
LETTER FROM THE EDITOR
P O R TF O L I O
“
hello Compass is an attitude to life. Like most people, I spend most days wishing I was somewhere else. Whilst sitting on the tube or typing away at my computer, I dream of travelling to foreign places and experiencing the incredible world around me. I crave an adventure, but booking a one way flight to Thailand is not a realistic option. I found myself spending weekends looking for beautiful locations closer to home to explore. And soon enough, I was watching the sunset at Durdle Door, camping in the heart of the New Forest and kayaking along the beach in Bournemouth. There are so many incredible things to do less than an hour from my front door, why had I not done this sooner? I came to realise that there must be thousands of people in the UK who felt the same as me; dreaming of being anywhere else, when really there are so many amazing places on our doorstep. Creative people who dream of adventure and want to live inspirational lives whilst giving something back to the environment. People like you. In Volume One, we celebrate the incredible environment that helped spark the creation of Compass, We interview some of the inspirational people who helped to make Compass possible. We show you unique places to camp with amazing views, and delicious food to make whilst you’re there. Compass prides itself on its varied non-gender specific content, so we assure you there is something for everyone. Thank you to everyone who helped to create this issue. See you in Volume Two.
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Alice
” CO MPA S S MAG A ZI N E
IDEA DEVELOPMENT
PORTFOLIO
MOOD
BOARDS
To represent the initial ideas for the publication, a selection of moodboards were created. These represent content, themes and colours for the magazine. From the moodboards a colour palette of greys and blues is evident. There is a wide range of image subjects which represents the vast content that Compass will produce. There are overall themes of nature, travel and adventure.
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COM PA S S M AG A Z I NE
USP
P O R TF O L I O
UNIQUE
SELLING PROPOSITION
>PROMOTING OUTDOOR LIFEST YLE >PROMOTING TRAVEL WITHIN THE UK >PROMOTING ADVENTURE >INSPIRES CONSUMER TO PURSUE THEIR PASSIONS >WIDE RANGE OF NON-GENDER SPECIFIC CONTENT >UNDERLYING THEME OF SUSTAINAB ILIT Y
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>PRESENTED IN A CONTEMPORARY WAY
CO MPA S S MAG A ZI N E
BRAND IDENTITY
PORTFOLIO
>AN ESCAPE FROM DAI LY L I FE >EXPLORATION WITHI N THE U K
>ADVENTUROUS >CREATIVE >INSPIRING
>INSPIRING READERS TO B E MORE ADVEN TU R O U S >PROMOTE A MINDFUL & FORWARD THINKING AT TI TU D E >INSPIRING READERS TO PURSUE THEIR PASSI O N S
B R AND VALUE S
>SUSTAINAB ILIT Y & THE ENVIR O N M E N T
BRAND PERSONALIT Y
>PASSIONATE >TRADITIONAL >MINDFUL >YOUNG SPIRITED
> I N T E R E S T I N G A R T I C L E S & BE AUTIF UL IMAG E RY
BRAND ESSENCE
> WI DE R A N G E O F N O N-G E NDE R SPECIF IC CO NTE NT
> I N CO R P O RAT E WAY S O F L IVING A MO RE SUSTAINABL E & ECO-F RIE NDLY LIFEST YLE > RE A S O N A B LE P RI CI NG
>EXPLORE
> P L ACE S TO E XP LO RE AND TH ING S TO DO WITH IN TH E UK
> CREATE
> CE LE B R AT E S T R A DI TIO NAL TECH NIQ UE S
> INSP IRE
BRA ND CH ARACTER ISTICS
>SIMPLISTIC
> P R I N T E D O N F S C A P PROVE D PAPE R TO A H IG H Q UAL IT Y
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COM PA S S M AG A Z I NE
LOGO DEVELOPMENT
P O R TF O L I O
logo development
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The name ‘Compass’ came from the theme of outdoor culture throughout the publication. After experimenting with different symbols, a simplistic logo design was selected that represents both the mountains and a compass. This design was then adapted to create an image which combines the name of the magazine with the Compass logo.
CO MPA S S MAG A ZI N E
stickers
BRANDING DEVELOPMENT
PORTFOLIO
As part of Compass' promotional plan, stickers will be provided with each magazine. The stickers combine the Compass logo with a hand-drawn camouflage print which was chosen due to its connotations with the outdoors. Compass also marks all of it's envelopes with a rubber stamp in the design of the Compass logo.
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COM PA S S M AG A Z I NE
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At th e e n d of 2015, Th e Nor th Fac e re l e ase d th e i r ‘Un l i mi te d ’ c ol l e c ti on i n Jap an . Th e y ap p l i e d th e i r te c h n i c al kn ow h ow to c asu al g ar me nts to c re ate p i e c e s th at are f u n c ti on al y e t f ash i on ab l e an d d e si g n e d f or c i ty d we l l e r s. Th e Un l i mi te d c ol l e c ti on i s se p ar ate d i nto two l i n e s, ‘De p ar tu re’ , wh i c h i s d e si g n e d f or tr ave l l i n g, e sp e c i al l y of th e p rof e ssi on al ki n d , an d i s more f or mal . Al so, ‘ Sh e l te r ’ , wh i c h i s d e si g n e d f or more f u n c ti on al u se s an d to p rote c t y ou f rom al l c l i mate si tu ati on s e xp e r i e n c e d i n th e c i ty an d i s more c asu al .
V EGA N IS M
Ano the r b ran d re wor ki n g th e i r ol d a nd ti re d a esth e ti c i s ou td oor c l oth i n g c o m p a ny Kar r i mor. Kn own as a “d ad b r a nd ” , w ho’ s p i e c e s are re g u l ar se e n i n t he d i s c o unt se c ti on , th e y h ave re wor ke d a nd re s t y l ed th e i r p i e c e s to c re ate s o m e thi ng f a sh i on ab l e an d u p to d ate . As o utd o o r c l o t h i n g h as b e c ome i n c re asi n g l y p o p ul a r i n Ja p an , i t make s se n se th at th i s i s w he re Kar r i mor c h ose to l au n c h i t’ s ne w re w o r ke d c ol l e c ti on . Th e y c re ate d unc o m p l i c a t e d an d c onte mp or ar y l ooks f o r m e n a nd wome n wi th c l e ve r sty l i n g t e c hni q u e s comb i n i n g h i ki n g we ar wi th c l a s s i c f a s hi o n ab l e p i e c e s.
T N F UN L IMIT E D
Th e No r t h f a c e ha v e c re a t e d t h eir Pu r p le La b e l , w hi c h i s d escr ib ed as “ Sty l i s h, yet fu n ct io n a l”. It c o m b i ne s the p r a ct ical t echno l o g y o f The No r t h Face’ s u su a l d e s i g ns , b u t w i t h fa sh io n ab le p a tte r ns a nd c o l o ur s . Th e Pu r p le L a b e l i s o nl y s o l d i n Jap an a s t h is i s w he re the m a r ke t is fo r w ear in g o u td o o r c l o t hi ng i n a fash io n a b le w a y, b u t i n re c e nt year s, t h is t re nd ha s s p re a d t o t h e w est a n d i s b e c o m i ng m o re p o p u la r in c o u nt r i e s s uc h a s En gla n d an d t he U S .
P O R TF O L I O
K A R R IMO R J A PA N S S 15
T N F P UR P L E L A B E L
INDUSTRY SITUATION
By re s e archi n g i nt o d i f fe re nt are as of the m a r ke t w h i c h a re ap p rop r iate t o Co m p a ss , i t i s e v id e nt how t h e m a ga zi n e w i l l f it w ithin t h e i n d us t r y a n d how it is re le va nt .
The num ber o f vegans in the US has do uble since 2009, fro m 2.5 percent o f the po pulatio n. This m eans that 7.5 m illio n peo ple in the US alo ne no w eat diets that do no t include any anim al pro ducts. By including vegan recipes in the publicatio n it will suppo rt the gro wing num ber o f peo ple who eat this diet.
CO MPA S S MAG A ZI N E
From re se arc h i n g i nto tr i b e s on L S:N Gl ob al , i t b e c ame c l e ar th at th e re i s al re ad y a h u g e mar ke t i n Jap an f or ou td oor c u l tu re wh i c h i s b e c omi n g more an d more f ash i on ab l e . Th e tr i b e ‘ Yama Gi r l s’ , i s d e f i n e d as Jap an e se wome n se e ki n g a sp i r i tu al e sc ap e f rom th e i r d ai l y c i ty l i ve s, an d are c l i mb i n g mou ntai n s an d h avi n g ad ve ntu re s. As th i s h as b e c ome su c h a h u g e tre n d i n Jap an , c omp an i e s su c h as ‘ Th e Nor th Fac e’ , h ave take n ad vantag e of th i s an d op e n e d u p a store sp e c i f i c al l y f or wome n .
T R AV E L MA R KE T
Fu r t he r rese arc h i nto tr i b e s on LS : N g l o bal h as mad e i t e vi d e nt tha t c o ns u me r s are b e c omi n g more c o nc e r ne d wi th wh e re th e p rod u c ts the y ’ re b u y i n g are c omi n g f rom. Ru r b a ni t e s c e l e b r ate b r an d s th at f o c us o n h an d c r af tsman sh i p an d tha t ta ke t i me to make a wor thwh i l e p ro d uc t . Ru r b an i te s f oc u s on l ow i m p a c t , envi ron me ntal l y f r i e n d l y l i v i ng a nd bu y org an i c an d su stai n ab l y s o u rc e d p rod u c ts. It i s i mp or tant f or b r a nd s to be c omp l e te l y tr an sp are nt w i t h w he re, h ow an d ou t of wh at the i r p ro d u c ts are mad e .
YA MA GIR L S
Fa sh io n ret a iler s a re f i nd i ng ne w w a y s t o in co r p o r at e su s ta i na b i l i t y i nt o the i r co llect io n s b y cre a ti ng a ne w a e s t he ti c a ro u n d recyclin g. Br a nd s s uc h a s H & M a re creat in g mar ke ti ng p l a ns t o a s s e r t t h eir co mmit me nt a ro u nd f i g ht i ng a ga in st w a st e. Fa s t f a s hi o n e na b l e s co n su mer s t o p a r ti c i p a te i n t he recyclin g p ro cess a nd e nc o u r a g e s the m t o b e aw a re o f whe re t he i r m a te r i a l s co me fro m, w h at ha p p e ns to the w a s t e fab r ic an d w h o m a ke s the i r g a r m e nts . Th ey also en co u r a g e the c o ns um e r to b e aw are o f t h e li f e s p a n a nd d ur a b i l i ty o f t h e ga r ment .
R UR B A N IT E S
R ECYC L IN G R E B R A N D E D
INDUSTRY SITUATION
PO RT F O L I O
Luxur y travel is no w at a stage where the em phasis is o n ho w an e xperience m akes yo u feel rather th an so m ething extravagant. The co nsum er wants to get o ff th e beaten track and experience so m ething different. This is no t only po pular within the luxur y tr avel m arket, as m o re and m o re p eo ple ever y year are backpacking around the wo rld. This sho ws ho w th e m arket is beco m ing m o re th an just beach ho lidays and the c onsum er wants an experience and to gain so m ething po sitive.
"The travel industry contributes almost $8 trillion to the global economy." 10
CO M PA S S M AG A Z I NE
>Veganism is bec o m ing inc reasingly po pular so brands need to ensure that they c ater to ever yo ne. >Changes in the c o nsum er’s lifestyle whic h m eans they are no lo nger interested in travel within the UK o r sustainability.
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>Blo ggers/Instagram / Yo utube users who have been paid to pro m o te pro duc ts m ust disc lo se that they are being paid to advertise them . >Men and wo m en paid equal am o unts and also equal to o r m o re than the m inim um wage. >Tax po lic ies. >Paper and ink m ust fo llo w enviro nm ental laws.
>As c lim ate c hange is be c omin g a n inc reasingly large issue a ll ov e r th e wo rld, businesses have to e n s u re th a t they are do ing ever ything th e y c a n to be as ec o -friendly and su s ta in a ble a s po ssible. >As an inc reasingly large a mou nt of fo rests are being destroy e d, pa pe r m ay bec o m e less availa ble a n d th e c o nsum er will want to kn ow th a t th e pro duc t is sustainable/recy c le d. >Co nsum ers are wanting br a n ds to bec o m e m o re and m o re tr a n s pa re nt abo ut where their pro ducts a re ma de , who by, and o ut o f w h a t s o th a t they have as little im p a c t on th e enviro nm ent as po ssible.
ENVIRONMENTAL
TECHNOLOGICAL
>Risk o f so c ial netwo rking apps suc h as Snapc hat are c hanging the way brands pro m o te them selves. >Instagram c hanging the way that their users see pho to s o n their tim eline c o uld m ean that c o m panies will need to po st m o re c o ntent to ensure their c o nsum er is seeing it.
LEGAL
> UK economi c g rowt h f orecas t cut as t here are g l obal headwi nds and uncert ai nt y ” whi ch coul d res ul t i n cons umers havi ng a s mal l er di s pos abl e i ncome. > UK i nt eres t rat es kept at 0 . 5 % where t hey have been f or t he pas t 7 y ears . > Growt h i n wag es and l i vi ng s t andards i s s et t o f al l meani ng cons umers may have a l ower di s pos abl e i ncome.
ECONOMIC
POLITICAL
> U K l e a vi n g t h e E U c oul d af f ect e xc h a n g e r a t e s , s h i p p i n g cos t s and t r a ve l p r i c e s. > Th i s c o ul d a l so m e a n t hat more p e o p l e w i t h i n t h e U K w i l l want t o s t a y a n d e x p l o re Br i t a i n as t ravel prices will rise. > Fi ght i n g i n Sy r i a c a us i n g probl ems worldwide and c o ul d n’ t af f ect t r a d i n g. > U S A e l e c t i n g a n e w p re s i dent coul d a f fe c t a ny t r a d i n g t o t h e US and a l s o t h e i r re l a t i o n s h i p s wi t h ot her c o unt r i e s.
SOCIO-CULTURAL
P E S T L E A N A LY S I S
P O R TF O L I O
CO MPA S S MAG A ZI N E
OPPORTUNITIES
> Pot ent i al t o expand t eam behind the public atio n s o t hey are not overs t ret ched. > Pot ent i al t o bui l d a l oy al core c o nsum er base. > Pot ent i al t o bui l d g ood relatio nships with buy ers and s t ock t he publ i cat i on aro und the UK. > Rel axat i on of i mport dut i es ,o pening up o f new market s . > Pot ent i al t o g ai n advert i s em ents within the publ i cat i on. > Ri s e of s oci al market i ng oppo rtunity to raise awarenes s and promot e produc ts. > New s uppl y s ources become available. > Pri nt er l owers pri ces . > Government t rade i ncent i ves. > Pos t ag e cos t s are l owered.
not yet built a loyal core consumer base.
WEAKNESSES
>Not
yet
built
a
strong
relationship
with buyers and consumer base not yet established. >Are only available to purchase online. >Cash flow or financing problems. >Small team behind the publication so may be overstretched. >As it is printed by a local printer and is of a high quality it will be expensive to produce.
>New competitor enters market. >Changes in import or export laws that affect pricing or supply sources. >Changes to trade laws. >Printer goes out of business or increases printing costs. >Economic downturn – consumers no longer have a large enough disposable income to afford luxuries such as magazines. >Changes in sustainability laws. >As it is a start-up business there is a chance they may not build a loyal following or make a profit.
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COM PA S S M AG A Z I NE
>As it is a start-up company they have
THREATS
STRENGTHS
>Strong contemporary aesthetic which is continuous through the magazine, website and promotional content. >Strong USP. >Compass is environmentally conscious and works to help educate its reader’s knowledge of sustainability . >Website is easy to navigate and blog is regularly updated. >Strong social networking presence. >Wide range of content which is appropriate for the consumer. >The team behind the magazine are also the target consumer which makes it easier for them to create content which they know the consumer will love. >Printed locally and to a high quality using FSC approved paper. >Strong imagery and interesting articles. >Promotes travel within the UK which supports local economy.
C O M PA S S S W OT A N A LY S I S
PORTFOLIO
MARKET RESEARCH
P O R TF O L I O
market research
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Co m p a s s’ c o ns u m e r w a nts t o e x p e r i e nc e re a l l i f e t hi ng s tha t d o n’ t c o m e w r a p p e d i n p l a s t i c o r s ta m p e d w i th a g o l d e m b o s s e d l o g o . The y w a nt to re a c h the s um m i t o f a m o u nt a i n. The y w a nt to s l e e p und e r the s t a r s . Thro ug h re s e a rc hi ng i nt o tre nd s a nd tr i b e s o n LS N Gl o b a l , I d i s c o v e re d t ha t the re a re i nd e e d a w i d e r a ng e o f p e o p l e w ho s e e k a n e s c a p e f ro m the i r d a i l y l i v e s a nd w i s h t o b e m o re a d v e ntu ro us . Tr a v e l i s a n i nc re d i b l y p o p ul a r m a r ke t a nd t he i nd us tr y c o ntr i b ute s a l m o s t $ 8 t r i l l i o n to t he g l o b a l e c o no my, a nd b y e x p l o r i ng t r a v e l s p e c i f i c t o the U K, Co m p a s s o f f e r s t he c o ns um e r a n e a s i e r w a y t o b e a d v e nt uro us w i tho ut ha v i ng t o s p e nd a l o t o f m o ne y t r a v e l l i ng a b ro a d . Co ns um e r s a re a l s o b e c o m i ng i nc re a s i ng l y e nv i ro nm e nta l l y c o ns c i o us , a nd w a nt to k no w w he re , w he n a nd o u t o f w ha t t he p ro d uc t s t he y c o ns u m e a re m a d e . A p e r f e c t e x a m p l e o f Co m p a s s’ c o ns um e r g ro up w o u l d b e Po r t l a nd , Ore g o n. Su r ro u nd e d b y m o unt a i ns , f o re s t s a nd r i v e r s , Po r t l a nd i s
on e of th e most e nvi ron me ntal l y c on sc i ou s c i ti e s i n Ame r i c a. Por tl an d e r s are ac ti ve , ad ve ntu rou s an d c are ab ou t th e e nvi ron me nt, wh i c h i s e xac tl y th e ki n d of c on su me r Comp ass i s ai me d at. As Comp ass i s b ase d i n th e UK , Por tl an d wou l d n ot b e th e i r mai n c on su me r g rou p , b u t an e xamp l e of th e ki n d of atti tu d e an d l i f e sty l e th e i r re ad e r s wi l l h ave .
QU E STIO N N A IR E By aski n g Comp ass’ c ore c on su me r sp e c i f i c q u e sti on s ab ou t th e i r l i ke s an d l i f e sty l e , i t i s p ossi b l e to d e ve l op an u n d e r stan d i n g of wh at th e y want f rom a mag azi n e an d h ow i mp or tant su stai n ab i l i ty i s to th e m. By c h oosi n g two c on su me r s wi th d i f f e re nt l i f e sty l e s, Comp ass h as an i n si g ht i nto h ow th e y c an c re ate c onte nt wh i c h i s re l e vant to th e i r c on su me r. From th e re su l ts c ol l e c te d , th e two c h ose n c on su me r s
h ave ve r y d i f f e re nt taste s i n mu si c , f ash i on an d f ood , y e t th e re are ve r y n oti c e ab l e si mi l ar i ti e s. Al th ou g h th e y b oth e n joy th e i r d ai l y l i ve s, th e y wi sh th e y c ou l d tr ave l an d b e more ad ve ntu rou s b u t d o n ot h ave th e mon e y or ti me to d o so. Th e y al so b oth are aware of th e i mp or tan c e of l i vi n g a su stai n ab l e l i f e sty l e , y e t th e y d on’ t f e e l as i f th e y are d oi n g e n ou g h an d want to kn ow more . Th i s i s wh e re Comp ass wi l l c ome i n , as two g oal s of th e mag azi n e are to h e l p p e op l e l i ve more ad ve ntu rou sl y wi th i n th e UK , an d to h e l p e d u c ate th e m on su stai n ab i l i ty an d h ow to l i ve a more e c o-f r i e n d l y l i f e sty l e . From th e q u e sti on n ai re , Comp ass al so d i sc ove re d th at i ts c on su me r d oe s n ot h ave an i nte re st i n d i g i tal mag azi n e s an d wou l d n e ve r p u rc h ase on e as th e y f e e l th e y are d i f f i c u l t to re ad an d p re f e r some th i n g p hy si c al . Th i s i s why Comp ass wi l l n ot b e re l e asi n g a d i g i tal ve r si on of i ts mag azi n e b u t i n ste ad wi l l h ave a f re e b l og wh i c h wi l l re g u l ar l y b e u p d ate d wi th i nte re sti n g c onte nt.
CO MPA S S MAG A ZI N E
PORTFOLIO
MARKET RESEARCH - QUESTIONNAIRE
COM PA S S M AG A Z I NE
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CONSUME R PR OF I L E
P O R TF O L I O
ST YLE lai d b a c k practical e f fo r t l e ss
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s im p l e
FASHION
t he nort h f ace pat ag oni a carhart t f unct i onal out door f as hi onabl e cas ual uni s ex
CHARACTER
NEW MEDIA i ns t ag ram y out ube vi meo t wi t t er
adventuro us yo ung spirited m indful c reative free po sitive
TECH apple so ny
INTERESTS
fo o d art and illustratio n m usic o utdo o r ac tivities m o untain c lim bing surf ing skating nature the enviro nm ent pho to graphy f ilm
DESIRES
travelling beac h fo rest m o untains fo llo wing aspiratio ns to c reate to have adventures and explo re to live a m o re sustainable lifestyle
LIFEST YLE
lo o king for a n e s c a pe indepen de nt vegan busy lif e c raves t h e ou tdoor s ac tive spur o f th e mome nt
CO MPA S S MAG A ZI N E
CONSUME R PR OFI LE
PORTFOLIO
Co m pass’ target c o nsum er is adventuro us, c reative and seeks inspiratio n to pursue their passio ns within the UK. They do n’t want to travel abro ad bec ause they’re c o nf ident there is beauty at ho m e. They are yo ung and spirited individuals who either already live an o utdo o r lifestyle, o r wish to learn m o re abo ut ho w they c an live o ne. Co m pass is aim ed at bo th m en and
c are m o re abo ut ho w s ome th in g m akes them feel, rath e r th a n anything m aterialistic . The y be lie v e high quality do esn’t have to c ome at a high c o st and value c re a tiv e so lutio ns. They live in th e U K a n d are lo o king fo r so m ewhere c los e r to ho m e to explo re, which doe s n’ t invo lve a large dispo sable in c ome .
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COM PA S S M AG A Z I NE
wo m en, as they believe a perso n sho uldn’t be def ined by gender, but rather, by the way they see the wo rld. Co m pass’ target c o nsum er is o pen m inded abo ut sustainability and wishes to learn m o re abo ut living an ec o -friendly lifestyle. They want to learn abo ut peo ple who are pursuing their o wn passio ns, and m aking a differenc e in the wo rld. Co m pass is aim ed at peo ple who
> I N I T I A LLY S O LD O N LI N E
>BUIL D ST RONG ONL INE P RESENC E
> G R A DUA LLY S TO C KE D I N BRIC K S AND
>ENCOURAG ING CONSUMER TO CONTAC T
M O R TA R R E TA I L
T HROUG H SOC IAL MED IA WIT H ANY >BUIL D P OSIT IVE REL AT IONSHIP WIT H
> N O E M PLOYE E S I N T H E FI R S T 3 Y E A R S
> O N LI N E S TO C KI S T S - S TAC K
CONSUMER SO T HEY KNOW COMPASS IS A
> CO N T E N T CR E AT E D T H R O U G H
> LO N DO N S TO C KI S T S - DIST RIBUTORS
T RUST WORT HY BRAND
VO LU N T E E R S A N D CO N T R I B U T I O N S
SUCH AS ANTENNE
E VE N T S
FAC E > S O LD WO R LDWI D E BY THIRD Y EAR >SOCIAL MEDIA > B LO G G E R S > S T I C KE R S > E V E N T S - C H A R I T I E S , LOC AL BUSINESSES, G A LLE R I E S , FE S T I VA LS , F OOD EVENT S, T HE N O R T H FAC E + M O R E . > G U E R R I LL A M A R KE T I N G - P ROMOT IONAL
17
POSTERS
>DAMAG ED P ROD UC T S WIL L BE REFUND ED/ REP L AC ED >SENT IN PAD D ED ENVELOP ES MARKED “HAND L E WIT H C ARE” >CONT EMP ORARY AND USER-FRIEND LY WEBSIT E WHIC H FEAT URES P ROMOT IONAL CONT ENT >COMPASS LOG O ON ENVELOP E >COMPASS ST IC KERS AND P RINT INSID E EAC H ISSUE
PRO DUC T
> I N T E R ACT I N G WI T H CO N S U M E R AT
> WO R LDWI D E S TO C KI S T S - T HE NORT H
PH Y S IC AL EVIDENC E
> D OWN TO E A R T H
PROC ESS
Q UERIES/ COMP L AINT S
CO FFE E S H O P
PL AC E
> LO C A L S TO C KI S T S - COAST SURF AND >SOLE TRADER
PRO MOTION
PEO PLE
MAR KE T I NG MI X
P O R TF O L I O
>HIG H Q UAL IT Y, T HIC K , FSC AP P ROVED PAP ER >LOC AL UK P RINT ER >BEAUT IFUL P HOTOG RAP HY >CONT EMP ORARY AEST HET IC >SUSTAINABL E >P UBL ISHED Q UART ERLY
CO MPA S S MAG A ZI N E
PRIC E
Comp a ss w ill sell a t a ret ail p r ice o f £11. Althou gh t h is is slight ly o v er t h e gen e r a l pric e fo r a h igh q u a lit y p u b licat io n a nd Comp a ss is a imed at a co n su mer w ho does n o t h av e a large d isp o sa b le in co m e , if they w ere t o sell t h e magazin e fo r a ny less t h en t h ey w o u ld eit h er lo se mo n e y or have t o d ecrease t h e q u alit y. In the f irst yea r o f sale, Co mp ass w ill h a v e 5 0 0 c opies p ro d u ced a t U K p r int co mp a ny. As Co mp a ss is p u b lish ed q u ar t er ly, t h e re will be a t o t a l o f 20 0 0 magazin es p r int e d in the f ir st year. Th e p r ice fo r ea c h public at io n b ased o n a q u o t e fro m a L o n d o n printer w ill b e £ 5.1 3 mea n in g t h ere w i l l be a gro ss p ro f it o f £ 5.8 7 p er ma ga zi ne . Alongsid e t h e p r int in g co st s, t h ere w i l l also be o v er h ea d co st s su ch as salar y fe e s . In th e f ir st yea r t h e o v er h ea d w ill b e l o w as Comp ass w ill n o t b e emp lo yin g a ny st a f f and wi ll b e p ro d u ced fro m h o me. Th e o nl y ov erhe a d co st s w ill b e fo r t h e p u b lica t i o n websit e and p ro d u cin g p ro mo t io na l
MARKETING MIX
PORTFOLIO
s t i c ke r s /p r i nt s w hi c h a re i ns i d e e a c h m a g a z i ne . In the s e c o nd y e a r, a s the i nte re s t i n Co m p a s s r i s e s the y w i l l p ro d uc e a to ta l a m o unt o f 4 0 0 0 m a g a z i ne s to c a t e r t o t he g ro w i ng nu m b e r o f c us to m e r s . Mo s t p r i nt e r s o f f e r a d i s c o unt e d p r i c e f o r l a rg e r p r i nt r uns s o t he d i re c t c o s t s f o r e a c h p ub l i c a ti o n w i l l d e c re a s e re s u l ti ng i n a n i nc re a s e d p ro f i t . Al l p ro f i t m a d e i n the s e c o nd y e a r w i l l g o to w a rd s a l l m a r ke t i ng a nd p ro m o t i o na l o utl e ts s u c h a s hi r i ng f o o d t r u c k s , e v e nts a nd g u e r r i l l a m a r ke ti ng. Co m p a s s b e l i e v e s i t i s i m p o r t a nt t o i nv e s t i n p ro m o t i ng t he m a g a z i ne a s i t w i l l he l p t o b u i l d a l a rg e r f o l l o w i ng. By the t hi rd y e a r, Co m p a s s w i l l ha v e m a d e a p ro f i t o f o v e r £ 5 2 ,0 0 0 . Thi s m e a ns t he y w i l l b e a b l e to s ta r t ta k i ng a s a l a r y f e e a nd e v e n re nt i ng a n o f f i c e s p a c e a nd hi r i ng s ta f f. The y a re no w p ro d u c i ng 80 0 0 i s s ue s p e r y e a r w i t h t he g ro w i ng nu m b e r o f c o ns um e r s .
Y E A R ONE
Y EAR T HREE
R E TA I L P R I C E
£11
£11
£11
D I R EC T CO S T S
£5.13
£4.62
£4.35
G R O S S P R O FI T
£5.87
£6.38
£6.65
OV E R H E A D
£284
£580
£1140
TOTA L O U T FLOW
£10544
£19060
£35940
TOTA L I N FLOW
£2 2000
£44000
£88000
TOTA L P R O FI T
£1 1 460
£24940
£52060
18
CO M PA S S M AG A Z I NE
Y EAR T WO
COMPE T I TOR ANALY SI S
P O R TF O L I O
19
>Pote nti al to e xp an d th e i r mag azi n e b y p rod u c i n g oth e r p rod u c ts, f or e xamp l e , b ooks or me rc h an d i se . >Ri se of soc i al mar ke ti n g – op p or tu n i ty to r ai se aware n e ss an d p romote p rod u c ts. >Ne w p r i nti n g te c h n ol og y or p ap e r s wh i c h me an s i t i s e asi e r an d more c ost e f f i c i e nt to p r i nt th e p u b l i c ati on . >Ne w sh i p p i n g c osts wh i c h me an s i t i s more c ost e f f i c i e nt to se n d th e p u b l i c ati on wor l d wi d e . >Ou td oor l i f e sty l e mar ke t e xp an d i n g wh i c h me an s more d e si re f or th e p u b l i c ati on .
THREATS
> The p l a c e s tha t a re f e a t ure d i n th e p u b l i c ati on re q ui re a l a rg e d i s p o s a b l e i ncome to vi si t, wh i c h i s u nre a l i s t i c f o r a l o t o f p e o p le . > Be c a us e i t i s p r i nt e d l o c a l l y wi th h i g h q u al i ty p a p e r a nd v e g e ta b l e i nk s , i t me an s th e p r i nti n g c o s t s a re e x t re m e l y e x p e ns ive , th e re f ore r ai si n g the p r i c e o f the p u b l i c a ti o n.
OPPORTUNITIES
> St ro n g co nt emp o r a r y a e s t he ti c w hi c h i s p re s e nt t h ro u gh t h eir magazine a nd w e b s i te . > Dist in ct iv e sign at u re s t y l e . St ro n g ima ger y t h ro u g ho ut w hi c h i s c o m b i ne d w it h int erest in g a r t ic l e s . > St ro n g U S P. > User fr ien d ly w eb sit e . > Go o d rep u t at io n is s t o c ke d a l l o v e r the U K a nd i s a v aila b le t o b e sh ip p e d w o r l d w i d e . > Eco -fr ien d ly an d su s ta i na b l e . > L o yal co re cu st o mer b a s e . > Th ey su p p o r t lo ca l b u s i ne s s e s b y ha v i ng the i r p u b licat io n p r int ed lo c a l l y w i t h hi g h q u a l i t y p a p e r a n d v eget ab le in k s.
WEAKNESSES
STRENGTHS
another escape
>Ch an g e s i n tre n d s an d th e mar ke t me an s that an ou td oor l i f e sty l e mag azi n e i s n o l on g e r re l evant. >Ne w c omp e ti tor e nte r s mar ke t. -Ch an g e s i n i mp or t or e xp or t l aws th at effect p r i c i n g or su p p l y sou rc e s. >Ch an g e s to e xc h an g e r ate s or i nte re st r ates. >Ch an g e s to tr ad e l aws. >Ch an g e s to l aws re g ard i n g th e e nvi ron ment and su stai n ab i l i ty. >Ec on omi c d owntu r n wh i c h me an s th e c onsum er d oe s n ot h ave th e mon e y to sp e n d on l u xu r i es such as p u b l i c ati on s. >Stoc ki sts g o ou t of b u si n e ss or d e c i d e to sto p se l l i n g th e p u b l i c ati on . >Pr i nte r g oe s ou t of b u si n e ss or r ai se s th e i r prices.
CO MPA S S MAG A ZI N E
COMPE T I TOR ANALYSI S
PORTFOLIO
THREATS
>Op p or tu n i ty to e xp an d th e i r c onte nt to ap p e al to a wi d e r r an g e of p e op l e . >Op p or tu n i ty to f i n d a c h e ap e r p r i nte r wh i c h p r i nts at th e same h i g h q u al i ty. >Op p or tu n i ty to star t d i str i b u ti n g arou n d th e wor l d to e xp an d th e i r c on su me r b ase . >Ri se of soc i al mar ke ti n g me an s th e y c an p romote th e mse l ve s more e asi l y. >Star t p h otog r ap h i n g l e ss e xp e n si ve p l ac e s to vi si t th at i s more re al i sti c to p e op l e wi th a smal l e r d i sp osab l e i n c ome .
>Ch an g e s i n th e mar ke t me an th at th e i r printer h as to r ai se th e i r p r i c e s. >Ne w c omp e ti ti on e nte r s mar ke t as tr avel is e xtre me l y p op u l ar at th e mome nt. >Prob l e ms wi th d i str i b u tor s me an s th e y sell less c op i e s an d l ose mon e y. >Pu b l i c ati on s wi th a smal l e r p r i c e p oi nt may sell b e tte r. >Ch an g e s i n tre n d s me an tr ave l b e c omes less p op u l ar an d p e op l e are l e ss i nte re ste d in the mag azi n e .
20
COM PA S S M AG A Z I NE
> Onl y p ub l i s he d t w i c e a y e a r so re ad e r sh i p c ou l d l o s e i nte re s t o r f o rg e t a b o u t i t. > Co nt e nt i s v e r y s p e c i f i c , t r ave l an d sty l e . > Ex p e ns i v e p r i nti ng c o s t s . > No t a l o t o f w r i t i ng s o s o m e re ad e r s may f i n d th i s o f f p utti ng. > Ma g a z i ne i s e x p e ns i v e t o b u y. > Mo s t o f the p l a c e s t he y v i si t are u n re al i sti c to p e o p l e w i th a s m a l l d i s p o s a b l e i n c ome .
OPPORTUNITIES
> On ly p u b lish ed t w i c e a y e a r s o the y ha v e m o re t ime t o crea t e int ere s ti ng c o nt e nt a nd m a ke the ma ga zin e lo o k p er fe c t a nd i t m e a ns t he y s p e nd less mo n ey creat in g re g u l a r p ub l i c a ti o ns . > Ver y st ro n g aest h e ti c w i t h a c l e a n m i ni m a l i s t st yle w h ich is v er y m o d e r n a nd c ur re nt . > Ha s a b ro a d t a rg e t m a r ke t m e a ni ng the i r p u b lica t io n co u ld ap p e a l to a w i d e r a ng e o f p e o p l e an d t h ey’ll sell mo re . > Tr av el is v er y p o p u l a r a t the m o m e nt . > Pr int ed o n h igh q u a l i ty p a p e r to a hi g h s t a nd a rd . > Bea u t ifu l imager y a nd s m a l l a m o unt o f w r i t i ng s o it isn’ t o v er w h elmin g. > Web sit e h a s a st ro n g a e s t he ti c w hi c h i s c o he s i v e w it h t h e p u b lica t io n . > Web sit e is u ser fr ie nd l y. > Th ey p o st d ifferent a nd i nte re s t i ng thi ng s o n t h eir w eb sit e, su ch a s “c i ty g u i d e s” , w he re p e o p l e fro m ea ch cit y f in d i nt e re s ti ng a nd uni q ue p l a c e s t o v isit .
WEAKNESSES
STRENGTHS
cereal
COMPE T I TOR ANALY SI S
P O R TF O L I O
21
>Prod u c e a p r i nt mag azi n e f or e ve r y d i g i tal mag azi n e th at th e y c re ate so th e c on su me r h as th e op ti on of on e or th e oth e r or e ve n b oth . >Prod u c e more c onte nt ab ou t th e e nvi ron me nt an d make b r an d more e c o-f r i e n d l y b y p r i nti n g on su stai n ab l e p ap e r. >Pote nti al to f i n d a more i n -e xp e n si ve p r i nte r or n e w p ap e r sou rc e s b e c ome avai l ab l e . >Re l axati on of i mp or t d u ti e s, op e n i n g u p of n e w mar ke ts. >Pote nti al to d i ve r si f y i nto n e w p rod u c ts to b road e n th e b r an d . >Pote nti al to h i re more e mp l oy e e s to b u i l d a b i gg e r te am. >Gove r n me nt tr ad e i n c e nti ve s. >Ri se of soc i al mar ke ti n g – op p or tu n i ty to r ai se aware n e ss an d p romote p rod u c ts. >Str ate g i c al l i an c e s wi th oth e r mag azi n e s or b r an d s wi th c omp l e me ntar y ski l l s.
THREATS
> Ha s a v e r y s p e c i f i c ta rg e t mar ke t (me n , ag e d 25 o r o l d e r) a nd the c o nte nt i s ve r y f oc u sse d wh i c h m e a ns i t w i l l no t a p p e a l to a wi d e r an g e of p e op l e o uts i d e o f thi s c o ns u m e r g rou p . > The p r i nt e d p ub l i c a ti o n is on l y p rod u c e d f rom Er ne s t’ s m o s t p o p ul a r c o nt ent, b i -an n u al l y, wh i c h m e a ns t ha t p e o p l e w ho p ref e r p r i nt ove r d i g i tal w i l l no t g e t a m a g a z i ne . > Pl a c e s tha t a re f e a t ure d i n th e mag azi n e re q u i re a l a rg e d i s p o s a b l e i nc o m e to v i si t wh i c h i s u n re al i sti c for a lot of people. > Sm a l l te a m i nv o l v e d w hi c h c ou l d me an th e y c ou l d b e o v e r s t re tc he d . > A s t he y re l y o n c o ntr i b utor s f or c onte nt c an b e r i s k y i f t he y a re u nre l i a b l e .
OPPORTUNITIES
> Av aila b le in p r int a nd iPa d m a g a z i ne w hi c h no t o n ly mea n s t h at it i s m o re re a d i l y a v a i l a b l e f o r p eo p le a ro u n d t h e w o r l d , b u t i t i s b e tte r f o r the env iro n ment as less p a p e r i s b e i ng us e d a nd a l s o b et t er fo r t h e co m p a ny a s the y s p e nd l e s s o n p r int in g co st s. > Fo cu sses o n t imele s s t r a d i t i o ns a nd hi s t o r y r a t he r t h an t ren d s w h ich m e a ns t ha t t he p u b l i c a ti o n w i l l n ev er go o u t o f st yl e . > Th e iPad p u b lica t io n i s a v a i l a b l e b i - m o nthl y a nd t h ere is a d aily p o st o n the i r b l o g w hi c h ke e p s the co n su mer int erest ed . > Er n est is st o cked a l l o v e r the U K a nd t he re s t o f t h e w o r ld a n d is i nc re d i b l y e a s y t o g e t ho l d o f, b o t h d igit a l a n d p r int v e r s i o ns . > Er n est is av a ilab l e a s a n a p p w hi c h y o u c a n p u rch ase an n u ally f o r £ 14.9 9 o r £ 3.9 9 a n i s s ue , w h ich mea n s it is ex tre m e l y e a s y a nd c o s t e f f i c i e nt fo r t h e co n su mer. > Web sit e is easy t o na v i g a te . > Er n est h a s a simp le a e s t he ti c w hi c h i s c o nt i nu o u s t h ro u gh it s p r int a nd d i g i ta l m a g a z i ne s a nd i ts w eb sit e, w h ich c o m b i ne s c o nte m p o r a r y a nd t r a d it io n al st yles.
WEAKNESSES
STRENGTHS
ernest
>Pr i nti n g an d p ap e r c osts r i se . >Pr i nte r g oe s ou t of b u si n e ss or re f u se s to print mag azi n e any more . >Th e ap p c r ash e s or th e re are te c h n i c al d i f f i culties me an i n g p e op l e c an n ot re ad th e d i g i tal p u b l i catio n. >Ne w c omp e ti tor s e nte r mar ke t. >Ch an g e s to e xc h an g e r ate s or i nte re st r ate s. >Stoc ki sts d rop th e mag azi n e or g o ou t of b u s iness. >Ch an g e s to tr ad e l aws. >Ch an g e s i n th e e c on omy me an th e c onsum er d oe s n ot h ave a l arg e e n ou g h d i sp osab l e i n c om e to sp e n d on l u xu r i e s su c h as p u b l i c ati on s.
CO MPA S S MAG A ZI N E
COMPE T I TOR ANALYSI S
PO R T F O L I O
THREATS
>Op p or tu n i ty to e xp an d i nto a d i g i tal an d p r i nt p u b l i c ati on . >Op p or tu n i ty to f i n d c h e ap e r p r i nti n g an d p ap e r so th e y c an l owe r th e p r i c e of th e p u b l i c ati on y e t ke e p th e same h i g h q u al i ty. >Re l axati on of i mp or t d u ti e s, op e n i n g u p of n e w mar ke ts. >Str ate g i c al l i an c e s or op p or tu n i ty to p ar tn e r wi th oth e r s wi th c omp l e me ntar y ski l l s. >Ri se of soc i al mar ke ti n g – op p or tu n i ty to r ai se aware n e ss an d p romote p rod u c ts. >Gove r n me nt tr ad e i n c e nti ve s.
>Pr i nte r g oe s ou t of b u si n e ss or r ai se s p r i c e s . >Stoc ki sts g o ou t of b u si n e ss or d e c i d e to dro p mag azi n e . >Ne w c omp e ti tor s e nte r mar ke t. >Ch an g e d i n i mp or t an d e xp or t l aws th at affect p r i c i n g or su p p l y sou rc e s. >Ch an g e s to e xc h an g e r ate s or i nte re st r ate s . >Ch an g e s to tr ad e l aws. >Ec on omi c d owntu r n re su l ti n g i n th e c on sum er h avi n g a smal l e r d i sp osab l e i n c ome .
22
CO M PA S S M AG A Z I NE
> Co s ts ÂŁ 10 to b u y w hi c h s o me p e op l e may f i n d too e x p e ns i v e . > A s the y re l y o n c o nt r i b u tor s, th e y may b e u nre l i a b l e . > A l o t o f the p l a c e s t he y f e atu re i n th e mag azi n e a re unre a l i s t i c f o r p e o p l e wi th a smal l d i sp osab l e i nc o m e to v i s i t . > Onl y a v a i l a b l e i n p r i nt a nd n ot d i g i tal .
OPPORTUNITIES
> St ro n g U S P. > Ex t remely st ro n g i m a g e r y. > Web sit e is ea sy t o na v i g a t e a nd ha s a s i m i l a r a est h et ic t o t h e p u b l i c a ti o n. > Wid e r a n ge o f co nte nt w i th a m a z i ng i m a g e r y a nd int erest in g ar t icles . > St ro n g aest h et ic w i t h t he p ho to g r a p hy a s t he main fo cu s. > Web sit e fea t u res l a rg e a m o unt s o f c o nt e nt. > Aimed a t b o t h men a nd w o m e n w i th a n i nte re s t i n a n o u t d o o r lifest yle . > St o cked all o v er t he w o r l d a nd o nl i ne . > St ro n g so cia l n et w o r k f o l l o w i ng.
WEAKNESSES
STRENGTHS
sidetracked
OUT DOOR C LOT HI NG SHOOT 23
P O R TF O L I O
mood board
CO MPA S S MAG A ZI N E
treatment O ver t he pas t f ew years, o utdo o r c lo thing brands suc h as The No rth Fac e and Carhart t have reinvented them selves as fashio nable c lo thing brands. Thi s beg an i n Japan, where the m arket fo r func tio nal yet fashio nable cl ot hi ng reached an all-tim e high. Mo re and m o re peo ple desired an esc ape f rom t hei r bus y city lives and were bec o m ing m o re adventuro us and ac tive, but t hey s t i l l wanted to stay fashio nable. Brands suc h as The No rth Fac e cat ered t o t hei r needs and c reated c o llec tio ns suc h as ‘The Purple Label’ and ‘Unl i mi t ed’ , whic h take the func tio nality o f their o ld garm ents and combi ne i t wi t h co ntem po rar y designs, print and c o lo urs. This c o ined the term “f unct i onal y et f a shio nable”, whic h is prec isely what this sho o t represents.
OUT DOOR C LOT HI NG SHOOT
PORTFOLIO
As Compas s i s an o utdo o r lifestyle public atio n, it felt natural fo r them to expl ore t he out do o r c lo thing m arket. By presenting o utdo o r c lo thing brands i n a f as hi onabl e wa y, wo rn by m en and wo m en, the c o nsum er c an see ho w their wardrobe can transition from functional outdoor pieces to their ever yday style. By combi ni ng out door c lo thing brands suc h as The No rth Fac e, Fjallraven, Carhartt, Pat ag oni a, et c. with m o re c o ntem po rar y brands suc h as Stussy, Nike, Vans, et c. i t port ray s ho w these brands are m erging into sim ilar m arkets and o utdo o r cl ot hi ng i s no l onger c o nsidered as “dad c lo thing”. Also , by m erging vintage cl ot hi ng wi t h t hese o ther brands, it po rtrays a different, slightly alternative s t y l e t o t he cons u m er, whic h they m ay f ind relatable as Co m pass is aim ed at a cons umer ag ed 1 8-30. Vintage c lo thing c an no t o nly be affo rdable, but is also a s us t ai nabl e. By explo ring vintage c lo thing, and even vintage o utdo o r c lo thing brands , Compas s c an intro duc e and info rm its reader o n sustainable fashio n. To ens ure t hat t h e sho o t is aesthetic ally aligned with the rest o f Co m pass mag azi ne, i t wi l l be sho t o n lo c atio n in the fo rest. The m o dels will be port ray ed as i f t h ey are o n a nature walk/c am ping trip, and all im ages will be candi d and na tural lo o king. Altho ugh the m ain fo c us is the c lo thing, t here wi l l al s o be a lo t o f attentio n o n the beautiful landsc apes and s cener y t hat t he m o dels are in. There will be a c o m binatio n o f wide ang l e s hot s of bo th o f the m o dels, and c lo se up detail sho ts o f them l ook i ng t hroug h a ruc ksac k o r any interesting details o n their c lo thing.
24
COM PA S S M AG A Z I NE
OUT DOOR C LOT HI NG SHOOT
P O R TF O L I O
25
CO MPA S S MAG A ZI N E
styling ideas
26
COM PA S S M AG A Z I NE
OUT DOOR C LOT HI NG SHOOT
PORTFOLIO
OUT DOOR C LOT HI NG SHOOT ST Y LIST: LINDSAY SAWERS
INTO THE WOODS
PH OTO G RA PH E R: S A M S C A LE S
P O R TF O L I O
M O DE LS: GRETA JAMES & TO M GI LBER T
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C RE AT IV E DIREC T IO N: A L IC E DAY
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"Outdoor clothing brands have become more than just their stereotype. Brands are reinventing themselves to combine both function and fashion."
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OUT DOOR C LOT HI NG SHOOT
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E DE N PR OJEC T SHOOT
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eden
PHOTOGRAPHY BY ALEX CRIB B S & ALICE DAY
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Nestled in an old china clay pit in Cornwall, Eden is one of the UK’s most famous landmarks. The Eden Project is an educational charity connecting people with nature, helping us learn about the world we live in. Eden’s main goal is to help us work towards a better future by educating us not only about how to live a more sustainable
lifestyle, but also about how to put this knowledge into practice itself. Its biomes hold the largest rainforest in captivity, and is home to thousands of different plant species from all over the world. Eden has always been one of the leaders in helping the world become a greener place.
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“I am confident that the Eden Project will continue to give a better understanding of the planet on which we live, to offer a vision of hope for the future, and to inspire us all to work to make this world a better place for everyone.�
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vegan recipes: >c a m p f i re h ot d og s >4 i n g re d i e nt e n e rg y b a r s >s m ore s >h om e m a d e c ook i e s >m a c & c h e e s e >a voc a d o on toa s t
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pho to graphy by alex c ribbs
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Rec ipes are a key part o f Co m pass as they help ma ke the c o ntent interesting, varied and differentiate th e m agaz ine fro m its c o m petito rs. Co m pass f irst c re a te d a rec ipe fo r avo c ado o n to ast in the f irst m o c k-u p a n d the pho to graphy was so suc c essful that it was c o nt in u e d thro ugh into vo lum e o ne. After researc hing into th e vegan lifestyle and realising ho w quic kly the c o m m u n ity is gro wing, Co m pass felt it was im po rtant to c reate v e ga n rec ipes in vo lum e o ne whic h link to c am ping and an o u tdoor lifestyle. After spending two days wo rking o n a c o m m e rc ia l with a to p fo o d stylist, this experienc e was used to h e lp c reate beautiful im ager y that lo o ks go o d eno ugh to e a t.
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mo o d
board
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tent shoot plan 2.3.16 - 3.3.16 WE WIL L VISIT SE VERAL ICONIC LOCATIONS AROUND THE SOUTH COAST OF E NG L AND PH OTO G RAPHING THEM THROUGH THE OPENING OF A TENT TO SHOW DIFFERENT PL ACES TO CAMP
LOCATION 1 CORFE CASTLE 9AM TOP OF HILL VIEW OF CASTLE THROUGH TENT
LOCATION 2 OLD HARRY ROCKS 12PM EDGE OF CLIFF VIEW OF SEA AND ROCKS THROUGH TENT
LOCATION 3 DURDLE DOOR 4PM EDGE OF CLIFF AND ON BEACH SUNSET VIEW OF DURDLE DOOR THROUGH TENT
LOCATION 4 THE NEW FOREST 10AM (NEXT DAY ) DIFFERENT LOCATIONS AROUND THE NEW FOREST VIEW OF FIELDS VIEW OF TREES CAMPFIRE
PHOTOGRAPHY BY ALEX CRIBBS
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CO M PA S S M AG A Z I NE
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corfe castle
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Bui l t b y Wi l l i am t he Conqueror on t he 1 1 t h c e nt ur y, Co rf e Cas t l e i s one of t he l arg es t c a s t l e r ui n s i n t he UK . It i s now prot ect ed b y t h e Na ti onal Trus t and i s s urrounded by b e a ut i ful Dors et count r y s i de and a t own whi ch sh a re s i t s n ame. There are s everal hi l l s whi ch a re p e r fe c t t o camp on s o y ou can wake up t o an i ncredi bl e vi ew.
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old harry rocks Lo c ated in the So uth Co ast o f England, the Old Harr y Ro c ks are the easterly m arking po int o f the Jurassic Co ast. They are surro unded by m iles o f sandy beac hes and is a perfec t spo t to watc h the sunset.
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compass-magazine.co.uk
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An i mport ant aspec t o f Co m pass' pro m o tio nal plan is to pro m o te t he mag azine thro ugh so c ial m edia and a website. Co m passmag azi ne. co.uk was c reated using Ado be Muse and features a vas t amount o f pro m o tio nal c o ntent, suc h as behind the s cenes f i l ms, inter views and m o re rec ipes. In the public atio n t he cons um er is enc o uraged to visit the Co m pass website to vi ew reci pes whic h link to the o nes inside the m agaz ine, suc h as a macaro ni and c heese ho t do g whic h links to a m ac and chees e recipe o n the Co m pass blo g. The c o nsum er will also be encouraged to use the c o ntac t sec tio n o f the website so t he Compa ss team c an answer any questio ns they m ay have.
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@compass_magazine
compass-magazine.co.uk
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COMPASS MOC K-UP
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compass mock-up
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Dur i ng th e 'p rod u c t d e ve l op me nt' u n i t, an i n i ti al moc k-u p of t he m a g azi n e was p rod u c e d . By c re ati n g a moc k-u p i t h e l p e d to f ur t he r d e f i n e th e b r an d i d e nti ty of Comp ass an d al so re f i n e th e a e s the t i c of th e p u b l i c ati on . Du r i n g th i s ti me , Comp ass c re ate d i t s t hre e se c ti on c onte nts: e xp l ore , c re ate an d i n sp i re . Th i s he l p s t o d e f i n e th e c onte nt of th e mag azi n e an d re p re se nts th e b r a nd e s s e n c e of Comp ass. Exp l ore f e atu re s b e au ti f u l p l ac e s to v i s i t a ro un d th e UK , Cre ate sh owc ase s re c i p e s an d u n i q u e way s o f l i v i ng a more su stai n ab l e l i f e sty l e , an d In sp i re take s a c l ose r l o o k a t i n sp i r ati on al p e op l e wh o are f ol l owi n g th e i r p assi on s. In the f i na l major p roje c t u n i t, th e c onte nt f rom th i s moc k-u p was tr a ns f e re d to th e Comp ass we b si te .
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COMPASS B USI NE SS PL AN
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COMPASS VOLUME ONE
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Volum e On e i s a c e l e b r a t i o n o f al l t he el ement s t hat i ns p ire d t h e c re a t i o n o f Co m p a ss . From t he envi ronment that i t w a s c re a t e d i n , t o t h e p e o pl e t hat hel ped f org e i t . Com p a ss p ro m o t e s t h e b e st t h i n g s i n l i f e: nat ure, f ood, art and t r a ve l . We h o p e Co m p a ss i n spi res y ou t o purs ue y our p as si o n s a n d l i ve a m o re a d ve nt urous and mi ndf ul l i f es t y l e.
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- A p h o t o s h o o t e x p l o r i n g h o w o ut door cl ot hi ng has bec o m e b o t h fun c t i o n a l a n d f as hi onabl e. - An i nt e r vi e w w i t h Jo s e p h Vi nt ag e Wear di s cus s i ng how b uy i n g vi nt a ge c a n h e l p b e n e f i t t he envi ronment . - An i nt e r vi e w w i t h t r a ve l p h o t o grapher L awrence Thomas d i sc uss i n g h o w In s t a g r a m h a s i nf l uenced hi s s ucces s . - Qui c k a n d s i m p l e 4 i n g re d i e nt energ y bar reci pe - perf e c t t o t h ro w i n y o ur back pack . - An e x p l o r a t i o n o f t h e Ed e n Proj ect and t he work t hey are d o i n g t o h e l p us l i ve a m o re s us t ai nabl e l i f es t y l e. - An i nt e r vi e w w i t h p h o t o g r a p h er, i l l us t rat or and pri nt m ake r Sa m S c a l e s a n d w h a t i t's l i ke work i ng i n t he creat i ve i n d ust r y. - Bea ut i f ul a n d un i q ue p l a c e s t o camp wi t h amazi ng vi ews . - 4 g o ur m e t c a m p f i re hot dog reci pes . - 3 i n sp i r i n g p o st e r s c re a t e d t o promot e t he Nat i onal Tr ust .
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COMPASS VOLUME ONE EDITORIAL & CREATIVE DIRECTION Alice Day www.aliceemilyday.co.uk
FEATURED Eden Project www.edenproject.com Joseph Vintage Wear www.josephvintagewear.com Lawrence Thomas @lmt_ Sam Scales www.samscales.co.uk
CONTRIBUTORS Alex Cribbs @alexcribbs Michael McKnight www.mike-vis.com Lindsay Sawers Tom Gilbert Greta James
CONTACT www.compass-magazine.co.uk @compass_magazine www.aliceemilyday.co.uk www.tumblr.com/aliceemilyday aliceemilyday@hotmail.com