VENTURE BEYOND YOUR DOOR
DESIGN BRIEF // PUBLICATION & EDITORIAL DESIGN // SPRING 2013
MAGAZINE INFORMATION
PUBLICATION NAME Vim TRIM SIZE Lulu A4: 8.264x11.694 CONCEPT The name Vim itself is full of energy. Each issue leads you through one region of the grand old U S of A. Calling all young, outdoor enthusiasts who want to learn about what’s out there: food, fashion, culture, and most importantly nature and your place in it, all with a dash of sophistication. DESIGNERS Allie Fields (Art Director) Alex Milbourn Cara Berberet Luke Englert Christina Fountain
TO SUGGEST LIST & DEFINITIONS
ADVENTURE TRAVEL FUN SIMPLICITY EARTHY GREEN ENVIRONMENT EXPERIENCES NATURE THRILL SPONTANEITY ACTIVE ECO-FRIENDLY LAID BACK VACATION RE-ENERGIZE EDUCATIONAL
ADVENTURE An unusual and exciting, typically hazardous, experience or activity.
SIMPLICITY The quality or condition of being easy to understand or do.
N AT U R E The phenomena of the physical world collectively, including plants, animals, the landscape.
S P O N TA N E I T Y Coming from natural feelings without constraint.
E C O - F R I E N D LY Environmentally friendly.
TARGET DEMOGRAPHIC
The target demographic for this magazine is young adults in their twenties and thirties. Readers will most likely be college graduates, middle class or higher. We will target males and females who are single, couples without children, and groups of friends who are interested in going off the beaten path and having new experiences.
SAM & JAKE
Sam and Jake are a newly engaged couple who live in Denver. They enjoy traveling and being outdoors. Sam is a vegetarian and likes to shop at Trader Joe’s and Urban Outfitters. She is a social worker who owns an Etsy shop for handmade jewelry on the side. Jake is accountant who shops at H&M and Dick’s Sporting Goods. His real passions include rock climbing and snowboarding. On the weekends Sam loves to cook for the two of them and makes Jake try vegetarian recipes. They recently rescued a black lab puppy from the Animal Shelter and named it Ruby. They listen to alternative and alternative rock music, and enjoy going to concerts. Jake subscribes to Snowboarder magazine and Sam loves DIY magazines. They own a older Jeep and a Prius. They met at University of Colorado Boulder and their first date was to see Moonrise Kingdom.
MOOD BOARD IMAGES
AUDIENCE RESPONSE
Vim’s audience consists of young, adventurous people. These people will be of the middle class and have graduated from college. The readers of Vim are interested in an outdoors lifestyle. This includes food, fashion and gear, national parks, activities, and hidden gems around the United States. The rotation between five regions of the country will keep audiences engaged. The writing style will interest the audience by being youthful and enthusiastic, encouraging the reader to learn about other parts of the United States, and maybe even travel there. The design style will be sophisticated, trendy and yet sophisticated. A vintage and rustic feel will be prominent throughout the magazine, combined with bold and striking elements. The use of the grid will give the magazine structure. Clean and simple typography will make the pages accessible.
VISUAL RESOURCES
SHOPPING
MOVIES
Urban Outfitters
INTO THE WILD Christopher McCandless is a top student and athlete who decides to leave his life behind to live in the wilderness of Alaska. Along the way meets a series of characters that shape his life.
J.Crew Ray-Bans Eddie Bauer
SOCIAL MEDIA Instagram Facebook > Twitter Pinterest > Tumblr
WEBSITE ETSY Etsy is a website focused on handmade or vintage items as well as art and craft supplies. These items cover a wide range including art, photography, clothing, jewelry, food, bath and beauty products, quilts, knick-knacks, and toys. FOOD GAWKER A mouth watering photo gallery by food bloggers from around the world. Come feed your eyes and discover amazing recipes.
WHERE THE WILD THINGS ARE An adaptation of Maurice Sendak’s classic children’s story, where Max, a disobedient little boy sent to bed without his supper, creates his own world--a forest inhabited by ferocious wild creatures that crown Max as their ruler. 127 HOURS A mountain climber becomes trapped under a boulder while canyoneering alone near Moab, Utah and resorts to desperate measures in order to survive.
MAGAZINES Travel and Outdoors Magazines Martha Stewart Home and Food
HERO
Renan Ozturk is a globally recognized expedition climber, landscape artist, and filmmaker. His cutting edge big-wall first ascents, mountain murals, and films realized as part of The North Face athlete team hove brought him around the globe from the high Himalaya, the jungles of Borneo, and deserts of Africa. With the advent of next generation lightweight satellite, solar and DSLR camera technology Renan has pushed the art of film-making from extreme locutions. His video ‘dispatches’ produced during expeditions bring the adventure to a worldwide online audience in near realtime. They hove been a key viral story telling component for clients including The North face, National Geographic, and Outside Magazine. Through top mountain film festival awards and online viral recognition, Renan’s cinematography and visual story telling style has emerged as one of the leaders for the outdoor industry. Most recently he WWv Camp 4 Collective, an adventure sports based production company which continues to push the boundaries of expedition storytelling.
TABLE OF CONTENTS
FEATURES Glacier National Park // National Park Music, Dance, Art // Music Festival Beers Made by Walking // Interview The Perfect Weekend Date // Guide DEPARTMENTS Guide to the Rockies // National Parks This Season’s Hottest Trend // Fashion and Gear Montana Candy Emporium // Hidden Gems Places to Be, Things to Do // Events and Activities Cooking Around the Campfire // Food
FINAL COVER
IMAGERY PALETTE
Top: 1.25 in.
Outside: 1.25 in.
Baseline: 1.75 in.
PAGE SPECIFICATIONS Spread Dimension: 16.528 x 23.388 in. Page Dimensions: 8.264 x 11.694 in. Baseline Grid Set at 14 pt
Inside Gutter: 1.5 in.
DEPARTMENT STYLE GUIDE
FASHION & GEAR DEPARTMENT TAG Walbaum 12 pt Capitals Gotham Book 6.5pt Capitals Rule: .75 pt
DEPARTMENT HEADING 1 Gotham- Light 25 pt 30 pt Leading 260 pt Tracking DEPARTMENT HEADING 2 Gotham- Medium 25 pt 260 pt Tracking Green box, white text
THIS SEASON’S HOTTEST TREND
PUBLICATION DETAIL 3 pt Dotted Rule
THIS SEASON’S HOTTEST TREND C O M B AT B O O T S When walking into Montana Candy Emporium, you
DEPARTMENT BODY TEXT Walbaum 8.5 pt 14 pt Leading Left Justified
get a chilling feel of taking a step back in time. While it has only been open since 1991 its vintage charm is authentic. The right side of the wall features an array of candies straight from the past. This includes novelty chocolates, chocolate bars, huckleberry sweets among others. On the left you’ll find their own line of line of chocolates, fudges and truffles. The back half of the store are rows of barrels filled with candy.
DEPARTMENT CAPTION Walbaum Italic 7 pt 11 pt Leading Left Aligned
Use heavy duty foil. You don’t want the foil to rip and have ashes get in and your dinner leak out. If using regular foil, double it up.
STYLE GUIDE & DEPARTMENTS
FEATURE STYLE GUIDE
L
ong before Glacier National Park became a national park, Blackfeet, Salsih and Kootenai Native Americans revered the land. Each tribe has a creation myth centered upon the rocky slopes and glossy water
pools of the park. President Taft set aside the land for a national park in 1910. FEATURE OPENER Full Bleed Image All text is on left page Three line drop cap Gotham- Medium 10 pt 25 pt Tracking 17 pt Leading
Music can change the world because it can change people.
CAPTION STYLE 2 Walbaum Italic 11 pt Capitals 19 pt Leading Green box, white text Slanted Quote Mark Gotham 123 pt Tan
PAGE NUMBERS Walbaum Bold Capitals Page Number 8 pt VIM 7 pt 22 | VIM
VIM | 3
Bono
CAPTION STYLE 1 Gotham 14.8 pt 25 pt Tracking 24 pt Leading Pink box, white text Quote Mark Gotham 123 pt Tan
RNMENT LANDS HAS THE DISTRIBUTION OF GOVE VOLUTIONARY WAR” BEEN AN ISSUE SINCE THE RE
CAPTION STYLE 3 Walbaum Bold 29 pt Capitals 34 pt Leading Green
“PARK OFFICIALS REPORT THAT BY 2020, AT THE CURRENT RATE OF GLOBAL WARMING, THE PARK’S 25 GLACIERS WILL CEASE TO EXIST.”
STYLE GUIDE & FEATURE
STYLE GUIDE & FEATURE
COLOR PALETTE
C: 100 M: 82 Y: 49 K: 9
C: 11
M: 50 Y: 52 K: 0
C: 0
M: 0
Y: 0
K: 100
C: 10 M: 12 Y: 27 K: 0
C: 35 M: 0
Y: 31 K: 54
ILLUSTRATION PALETTE
IMAGERY PALETTE
SPREAD THUMBNAILS
Allie, Luke, Christina, Alex and Cara
Christina
Allie
Left: Luke, Right: Cara
Alex
Alex
Cara
Christina
Alex
Alex
Allie
Allie
Allie
Left: Luke, Right: Christina
Allie
Allie
Christina
Christina
Cara
Cara
Christina
Christina
Cara
Cara
Alex
Alex
Luke
Luke
Allie
Alex
Luke
Luke
Luke
Cara
Christina
Cara
Luke
Left & Right: Allie
Left: Cara, Right: Christina
Allie
DIVISION OF LABOR
ALLIE FIELDS Art Director
CARA BERBERET
Cover (Front and Back) Introduction Page Department: Montana’s Candy Emporium Feature: Glacier National Park Adverti`sement: Northface Advertisement: Timex Sneak Peak (Parting Shot) Design Brief
Cover VIM Logo Department: Guide to the Rockies Feature: Beers Made By Walking Advertisement: Backwoods Advertisement: Drakes Brewing Subscription Page Design Brief
ALEX MILBOURN
LUKE ENGLERT
Cover Table of Contents Welcome Page Department: This Seasons Hottest Trends Feature: Perfect Weekend Date Advertisement: Eddie Bauer Advertisement: Etsy Design Brief
Cover Department: Places to Be Things to Do Feature: The Homestead Act Advertisement: Clif Bars Advertisement: Levi Jeans Design Brief
CHRISTINA FOUNTAIN Cover Welcome Page Contributors Page Department: Cooking Around the Campfire Feature: Sonic Bloom Music Festival Advertisement: Toms Advertisement: Urban Outfitters Advertisement: Camelback Water Bottle Design Brief