THIS SEASON • BRAND REDEVELOPMENT
THIS SEASON B R A N D R E D E V E LO P M E N T
C R E AT I V E B R I E F P R E S E N TAT I O N – P R E PA R E D B Y C A R L O S V E L A S C O
THIS SEASON • BRAND REDEVELOPMENT
THE SITUATION T H E M AG A Z I N E
THIS SEASON • BRAND REDEVELOPMENT
MARKET ☲ N E W R O L E O F L I F E ST Y L E M AG A Z I N E S ☲ P R I M A R I LY M I L L E N N I A L + G E N Z FEMALE MAJORITY AUDIENCE. ☲ P OW E R O F W E B + S O C I A L M E D I A ☲ G R OW I N G W I T H N E W TO O L S • N E W S O C I A L- P O L I T I C A L L A N DS C A P E
THIS SEASON • BRAND REDEVELOPMENT
PRODUCT ☲ U N L ’ S O N LY FA S H I O N M A G A Z I N E ☲ B E G A N I N 2 0 0 8 , R E S TA R T E D I N 2 0 1 6 ☲ C O V E R S L O C A L FA S H I O N • D I Y • P O P U L A R C U LT U R E • M O N T H LY T O P I C S ☲ ALL ONLINE + SOCIAL MEDIA
THIS SEASON • BRAND REDEVELOPMENT
OPPORTUNITY ☲ A B I L I T Y TO R E AC H G LO B A L AU D I E N C E ☲ I N T E G R AT I O N O F P R I N T / W E B / S O C I A L ☲ P U B L I C AT I O N I N A G E O F M E D I A B A C K L A S H ☲ E X PA N D R O L E O F L I F E S T Y L E B R A N D A N D THE ROLE OF THE AUDIENCE IN LIFESTYLE.
THIS SEASON • BRAND REDEVELOPMENT
OBJECTIVE
THIS SEASON • BRAND REDEVELOPMENT
01
02
03
D E V E LO P B R A N D I D E N T I T Y T H AT BETTER REFLECTS THE ROLE OF A LIFESTYLE BRAND I N 2 0 1 7.
CONSTRUCT C A M PA I G N A N D DELIVERABLES TO BUILD HYPE AND AW E R E N E S S O F T H E LIFESTYLE BRAND
INCREASE THIS SEASON READERSHIP A N D AWA R E N E S S O N WEB / SOCIAL M E D I A , W I T H TA R G E T AUDIENCE IN MIND
USE OF RESEARCH, FOCUS GROUPS + C O N C E P T / I D E AT I O N
C O M M U N I C AT I O N WITH TEAM ON P R O G R E S S + T R AC K T H E C A M PA I G N ’ S EFFECTIVENESS
MEASURE PERFORMANCE THROUGH SOCIAL A N D W E B A N A LY T I C S
THIS SEASON • BRAND REDEVELOPMENT
TARGET AUDIENCE
THIS SEASON • BRAND REDEVELOPMENT
AUDIENCE ☲ MILLENIAL + GEN Z ☲ FEMALE / NO CHILDREN / ENGLISH ☲ R E A D E R S • M U S I C LOV E R S • F O O D I E S P E T L O V E R S • E N T E R TA I N M E N T J U N K I E S N E R D S • P O L I T C A L LY A C T I V E • S T Y L E +
D E S I G N LOV E R S
THIS SEASON • BRAND REDEVELOPMENT
BARRIERS ☲ L I F E ST Y L E M AG A Z I N E S A R E I N C R E A S I N G I N N U M B E R S A N D S AT U R AT I N G ☲ L I M I T E D AU D I E N C E I N LO C A L M A R K E T ☲ M A R K E T I N G A N D O U T R E AC H A R E STRUGGLING
THIS SEASON • BRAND REDEVELOPMENT
KEY INSIGHTS ☲ T H I S S E A S O N WA N T S T O E X PA N D I N T O A F U L L L I F E ST Y L E B R A N D. ☲ T H E P R E S E R VAT I O N O F M E D I A A N D E X
P R E S S I O N A R E C O R E T O T H I S S E A S O N
A L O N G S I D E P R O M O T I O N O F FA S H I O N A N D
THE ARTS.
☲ T H E R E I S I N T E R E S T I N H O W T O E X PA N D O U T R E A C H A N D AWA R E N E S S
THIS SEASON • BRAND REDEVELOPMENT
STRATEGY
THIS SEASON • BRAND REDEVELOPMENT
01
02
03
RESEARCH PHASE – RESEARCH THE AUDIENCE / BEST S T R AT E G I E S / C R E AT E R E S E A R C H D O C U M E N T.
C R E AT I V E B R I E F – G AT H E R I N S I G H T S T O D E L I V E R A C R E AT I V E BRIEF BASED ON RESEARCH.
BRAND IDENTITY + C O M M U N I C AT I O N S MANUAL – D E V E LO P A CONSISTENT BRAND IDENTITY AND C O M M U N I C AT I O N S MANUAL FOR A L L C R E AT I V E EXECUTIONS.
THIS SEASON • BRAND REDEVELOPMENT
04
05
06
A DV E R T I S I N G C A M PA I G N – EXECUTE MARKETING C A M PA I G N F O R LAUNCH HYPE
WEB + LIMITED EDITION + LAUNCH PA R T Y – C R E AT E C O M M E M O R AT I V E P U B L I C AT I O N • WEB REDESIGN AND L A U N C H PA R T Y I N C E L E B R AT I O N / AWA R E N E S S
HANDOFF – CONTINUE I M P L E M E N TAT I O N O F M AT E R I A L AC R O S S F U T U R E W O R K / A N A LY Z E EFFECTIVENESS
THIS SEASON • BRAND REDEVELOPMENT
BRAND TONE
T H E M AG A Z I N E
THIS SEASON • BRAND REDEVELOPMENT
DATA WA S COLLECTED ON ITEMS SUCH AS BRAND EXERCISES INTERVIEWS S U RV E YS
THIS SEASON IS THIS SEASON • BRAND REDEVELOPMENT
C U LT U R E C O L L E C T I V E S E T O N E : 4 0 % – 1 ST / 3 5 . 3 8 % – 2 N D / S E T T WO : 41 . 67 % – 2 N D
THIS SEASON
S E T O N E : 2 1 . 8 8 % CO N S I ST E N T / S E T T WO : 41 . 67 % – 1 ST
C U R AT E
S E T O N E : 3 3 . 8 5 % 3 R D / S E T T WO : 3 9 .1 3 % – 3 R D
ZEITGEIST
S E T O N E : 4 5 . 8 3 % 4 T H / S E T T W O : 4 7. 6 9 % – 4 T H – S E T O N E : N O N - FA S H I O N S T U D E N T S F R O M U N L ( M I X / 1 8 - 2 4 ) S E T T W O : FA S H I O N S T U D E N T S AT U N L
THIS SEASON • BRAND REDEVELOPMENT
THIS SEASON IS E D G Y • N AT U R A L • G L A M O R O U S • TO N E D D OW N
R E S U LT S F R O M BRANDING EXERCISE WITH M A G A Z I N E S TA F F
THIS SEASON • BRAND REDEVELOPMENT
THIS SEASON IS S T R O N G 4 7. 0 5 % TA S T E F U L 2 3 . 5 % E L E G A N T 23.5%
THIS SEASON • BRAND REDEVELOPMENT
TACTICAL ELEMENTS
THIS SEASON • BRAND REDEVELOPMENT
☲ B R A N D I D E N T I T Y + C O M M U N I C AT I O N S P L A N ☲ L A U N C H PA R T Y F O R N E W L O O K ☲ R E S E A R C H D O C U M E N T OV E R B R A N D I N G ☲ C R E AT I V E B R I E F
THIS SEASON • BRAND REDEVELOPMENT
☲ REDESIGNED WEBSITE
☲ L I M I T E D E D I T I O N P U B L I C AT I O N FOR UNIQUE MARKETING
THIS SEASON • BRAND REDEVELOPMENT
EXECUTIONAL MANDATORIES
THIS SEASON • BRAND REDEVELOPMENT
☲ B R A N D S TA N DA R D S A R E F O L L O W E D A C R O S S S O C I A L / W E B C O M M U N I C AT I O N S . ☲ C O M M U N I C AT I O N S P L A N F O L L O W E D O N E D I T O R I A L & C R E AT I V E C O N T E N T P U B L I S H E D . ☲ S T R AT E G Y T O I N C R E A S E AWA R E N E S S A N D E N G AG E M E N T I S F O L LOW E D.
THIS SEASON • BRAND REDEVELOPMENT
CREATIVE EXECUTION A WO R K I N P R O G R E SS
THIS SEASON • BRAND REDEVELOPMENT
MISSION S TAT E M E N T
THIS SEASON • BRAND REDEVELOPMENT
THIS SEASON • BRAND REDEVELOPMENT
THIS SEASON • BRAND REDEVELOPMENT
THIS SEASON • BRAND REDEVELOPMENT
T Y P E + CO LO U R T H AT R E F L E C T S T H E B R A N D.
THIS SEASON • BRAND REDEVELOPMENT
P L AY FA I R Based on Didot, elegant with a playful edge. Timeless and adorned, strong and powerful. Available in 12 variations + Web Ready.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
THIS SEASON • BRAND REDEVELOPMENT
R A L E WAY Based on the chic sensibilities of Futura, this contemporary solution is fashionable, characteristic, subtle, has 10 variations and is both web + print friendly.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
THIS SEASON • BRAND REDEVELOPMENT
PRIMARY CO LO U R
THIS SEASON • BRAND REDEVELOPMENT
PRELIMINARY IDENTITY CONCEPTS
THIS SEASON • BRAND REDEVELOPMENT
THIS SEASON • BRAND REDEVELOPMENT
THIS SEASON • BRAND REDEVELOPMENT
THIS SEASON • BRAND REDEVELOPMENT
THIS SEASON • BRAND REDEVELOPMENT
THIS SEASON • BRAND REDEVELOPMENT
THIS SEASON • BRAND REDEVELOPMENT
THIS SEASON • BRAND REDEVELOPMENT
THIS SEASON • BRAND REDEVELOPMENT
THIS SEASON • BRAND REDEVELOPMENT