Portfolio Amy Andrews PORTFOLIIO.indd 1
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Brand postitioning statement: My proposed target market is a free spirited, young female of a creative mind set who have an interest in all arts, such as fashion, photography, drawing and music, as well as a passion for exploring and trying new things. She will have strong morals, and love to learn about others lifestyles. As a publication, it will offer the customer a unique insight into the life of various artists and their work. Whilst being informative in content, it will be delivered in an informal way to allow the customer to connect with the publication on a personal level.
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“Y. is a creative lifestyle publication aimed at inspiring and opening its reader’s minds. We feature content surrounding art, including fashion, make up, photography, music and culture on a deeper level by looking into what it is that influences people in their lives.”
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Competitive Situation
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trengths
Flux magazine has a strong and consistent aesthetics for both the physical publication and the online website, which compliments the contents of the publication itself. They feature a wide range of content; including fashion, music, film, art, beauty, technology, lifestyle, travel and food, this allows their consumer base to be wide increases their sales as well as website hits.
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eaknesses
Even though Flux magazine has various forms of social media platforms, including Twitter, facebook and instgram, they don’t post regular content or engage with their audience, which has resulted in them not having a large online following, which in turn is not allowing their content to be shared online to build their consumer base further.
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pportunities
Following on from talking about their weak social media presence, a great opportunity for them would be to hire a social media team to post regular and relevant content, whilst engaging with their online audience to ensure a strong connection with their current consumer, as well as growing their consumer base further through their online presence.
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hreats
New competitors entering the market that successfully create a strong online presence who begin to sell their publication online as well as in store would pose a threat to flux magazine who currently have a weak online presence and don’t sell their publication online.
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Manifesto
“Y. is a creative lifestyle publication aimed at inspiring and opening its reader’s minds. We feature content surrounding art, including fashion, make up, photography, music and culture on a deeper level by looking into what it is that influences people in their lives.”
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Y.’s consumer base is not gender or age specific, but instead aims it at a customer’s perspective on life, this means that the publication itself appeals to a wider audience than if it was gender or age specific. Features various concepts under ‘lifestyle’, including fashion makeup, music, culture, photography and art which means the publication caters to many needs of the customer base. A strong, minimalistic aesthetic with a creative and personal twist by including hand drawn images over the photography used with in the publication.
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pportunities
Potential to branch out to a digital platform to establish a strong customer base. Opportunity to build a successful social media following across various mediums that will connect and complement each other. Expand the team working behind the production of the publication to get stronger content at a regular rate to be delivered to the consumer.
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Brand Analysis
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trengths
eaknesses
There is currently no website that has been established to accompany the publication which will make it more difficult for the consumer to find out about the publication. A strong and solid customer base has not yet been set, there for more publicity is needed to get the publication more acknowledged with in the market.
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hreats Threat of new competitors entering at the same market position. Economy changes which result in a decrease in subscriptions to the publication or the consumer simply not purchasing magazine anymore. The threat of other publications covering the same content but on a higher budget.
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Hand drawn illustrative elements over photography
Creative
Op
en
ve
ti
i os
nd
An inspiring read
A personal, clean cut publication
Fun Honest
An escape from social conformities
pi
st
ca
ti
Creative outlook on people’s lives
Photoshoots and articles based on real life people and their stories
l
Inspiring
ic
To
Ar
ed
Honest
Focus on a strong running aesthetic
Inspiring
P
mi
A brand onion is a well known and effective way of determining a brand’s identity in different categories. Refer to appendix 1 for a break down of each section of the brand onion diagram. Specifically to Y. publication, the brand onion clearly shows the overall dynamic of the brand as being a fun, honest and inspiring publications for those of a creative mind set who are intrigued by the artistic work and general lives of others around them. The diagram shows how Y. publication is intended for those of an open mind who have a positive mind set and are keen to be inspired. The overall content sturcture of Y. publication consists of hand drawn illustrations to fit with the theme of creativity, a focus on a strong aesthetic running through out the publication and through the use of photo shoots and articles that are suited to a wide creative audience.
Relatable
Mixture of content themes to suit a wide audience
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Branding
The name‘Y.’ was chosen for this publication due to the fact that it is based around exploring ideas with in different themes; 'why’ people think things and 'why’ we are influenced by certain things in our society. It is simply a play on the word 'why’, it is short and to the point, yet it fits perfectly with the concept of the publication.
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Publication Content
Pilea peperomioides: The Pilea peperomioides plan, also known as the Chinese money plant has round, leaves that are a little translucent. These plants are now classed as necessity in Scandinavian-inspired interior design for homes. It is a plant that is associated with the minimalist style due to the slim stalks and lilypad type leaves. These plants are considered to be elusive, up until late 1970, even Kew gardens did not possess this plant.
Maidenhair fern: The maidenhair fern is a delicate plant that can often be seen in wedding bouquets inspiration. As a plant they are quite petite with small, lace like leaves. These plants are now extremely popular as an aesthetic feature with in a home. They are easy to find at florists and garden centres, however the Maidenhair fern is a difficult plant to maintain and look after.
Monstera deliciosa: Also recognised as the swiss cheese plant, the monstera deliciosa got is name due to the gaps between its swooping leaves. This plant also perfectly fits with a minimalist aesthetic in a home; with clean and simple design to the room with the cheese plant sat in the corner as a focal point. This plant has really come back into trend recently for interior design.
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Publication Content
How would you describe the style of your work?
What do you love most about what you do?
What made you first want to get into music?
It isn’t commercial enough to be labelled explicitly as “pop” but certain characteristics would suggest otherwise; our songs tend to follow the traditional verse/ chorus format and have hooks here and there. However it’s a bit more twisted in the sense that we delve into deep topics, vocalised in quite a vivd, poetic way, with dark instrumentation. Our band name (Cathect) means to invest all of yourself into something mentally and emotionally which is exactly what we do; try to recreate emotions in music form.
I absolutely love writing lyrics. Everything about it is just so soothing. From the release of expressing locked up thoughts and feelings, to turning your experiences into poetry. I’m one of those people that sees beauty in the world, constantly taking pictures of everything, so imagery is very important to me which makes it really enjoyable to write about things I’ve seen when describing emotions or happenings.
When I was 13 I started to write songs as a hobby, but later discovered my true passion for it at 14 years old when I was going through some tough times. I found that lyric writing was a great emotional outlet and making them come to life, instrumentally, added to the experience.
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Publication Content
What made you first want to get into fashion?
Do you have a chosen specialism with in fashion?
i first got into fashion because of my music taste and loved the clothes my favourite musicians such as David Bowie and punk bands wore.
My chosen menswear
What do you love most about what you do? I most love designing and being really creative with my print techniques
specialism
is
How would you describe the style of your work? I would describe my work as artistic and fun, I use a lot of colour and print
What is your main inspiration for your work? My main inspiration is probably art, for this project specifically i have been inspired by the artwork of jean dubuffet, fernand leger and also willem de kooning. I have also been inspires for this project by mens mental health and diversity in male fashion
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Publication Cover PORTFOLIIO.indd 13
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