Visual Strategy Guide
2
Visual Strategy Guide
01 02
Brand Overview Brand Description Life Time of VIBE
02 06
The Future Rebranding Objective New Mission Keywords Brand Visual
10 12 14 16
03 04
Target Audience Viable Persona Non-Viable Personas
22 30
Our Competitor Current Competition Adjacent Competition Aspirational Competition
32 36 38
vibe
2
/
v i sua l s t r at egy g u i d e
chapter
1
b r a n d ov e r v i e w
01 Brand Overview
Brand Description Life Time of VIBE
Who we were? VIBE is an American music and entertainment magazine. The publication predominantly features R&B and hip hop music artists, actors and other entertainers. The magazine’s target demographic focuses on young, urban followers of hip hop culture. In 2014, the magazine moved online-only. Originally, the publication had been called Volume before co-founding editor, Scott Poulson-Bryant gave it the name VIBE. Though hip hop mogul Russell Simmons was rumored to be an initial partner, publisher Len Burnett revealed in a March 2007 interview that Simmons clashed with editor-inchief Jonathan Van Meter.
3
vibe
4
/
v i sua l s t r at egy g u i d e
chapter
1
b r a n d ov e r v i e w
“You have to remember that the kind of cover you see now did not exist before VIBE.” —Danyel Smith, VIBE’s editor in chief
5
vibe
/
v i sua l s t r at egy g u i d e
1993
1993
The VIBE magazine was launched by Quincy Jones. It was called Volume before co-founding editor, Scott Poulson-Bryant gave it the name Vibe.
6
1996
2003
Miller Publishing bought VIBE and shortly afterward bought Spin.
VIBE produced and aired its annual awards show on UPN through 2006, and VH1 Soul in 2007.
2004
2007 Vibe Vixen folded after its August / September 2007 issue due to low circulation.
Published Vibe Vixen to aim at VIBE’s female multicultural demographic, Vibe Vixen included features on beauty, fashion, and female entertainers.
chapter
1
b r a n d ov e r v i e w
Now
2008
2009
2012
2013
2014
InterMedia Partners bought VIBE magazine.
VIBE magazine, vibe.com and vibevixen.com had been sold to Spin Media for an undisclosed sum.
VIBE magazine has moved to online-only.
VIBE shut its doors and ceased publication immediately.
VIBE magazine launched the “Best Rapper Alive Tournament� on July 21, 2008. There were four brackets, and four number 1 seeds: Jay Z, Lil Wayne, Eminem, and Andre 3000. Eminem won the title.
7
vibe
10
/
v i sua l s t r at egy g u i d e
chapter
2
t h e fu t u r e
02 The Future
Rebranding Objective New Mission Keywords Brand Visualization
What are we right now? The future VIBE is now a platform that showcases the talent of African Americans to increase their visibility in art. We want to provide a positive foundation by performing, achieving and learning for our black community.
11
vibe
12
/
v i sua l s t r at egy g u i d e
chapter
2
t h e fu t u r e
New Mission
Provide a platform that gives Africans Americans opportunities to express themselves.
13
vibe
/
v i sua l s t r at egy g u i d e
Keywords Community Raise up with support. Encourage Opportunity to be better. Expressive Express yourself freely.
14
chapter
2
t h e fu t u r e
15
vibe
/
v i sua l s t r at egy g u i d e
The old VIBE VIBE was a magazine about hip-hop, R&B and urban youth culture that brought luxury design values and major-league photography and writing to the music that dominated and shaped American pop culture in the late 1990s. The old VIBE captures the feeling of self-expressive and hard-core hip hop culture that young people liked back in the day. A skateboarder skates through by a graffiti wall, concrete urban building with boombox speakers.
16
chapter
2
t h e fu t u r e
17
vibe
/
v i sua l s t r at egy g u i d e
The future VIBE Future VIBE is an entertainment / institute that provides a platform that encourages young people to network. Future VIBE represent confidence, self-sufficiency and engagement. The young generation can learn, network and build confidence through mutual support with each other.
18
chapter
2
t h e fu t u r e
19
vibe
22
/
v i sua l s t r at egy g u i d e
chapter
3
ta r g e t au d i e n c e
03 Target Audience
Viable Personas Non-viable Personas
Who are we looking for? Together, We create! We offer safe space to encourage African Americans to express themselves freely. People can network and present their work in the community.
23
vibe
/
v i sua l s t r at egy g u i d e
BMX rider who wants to contribute
Jaden Lewis Age 23 Gender Male Education Bachelor Degree Race Africa American Location Kansas
24
Jaden is a professional BMX biker. He has won a several titles in the industry. He wants to learn how to promote himself so that he can contribute to the BMX rider community. He wants to find a better place for his crew because there aren't a lot of venues for them to shoot the video. He wants to teach how to bike because he wants to promote the culture. He wants reach a broader audience because he wants to build a business. He wants to promote BMX biking as a positive sport. He wants to gather black people in the BMX rider community so that they can be united and have representation.
chapter
3
ta r g e t au d i e n c e
Freshman who needs to earn more
Amelia Hernรกndez Age 18 Gender Female Education High school student Race Mexican Location San Diego
Amelia works in a cafe because she needs to save money to pay for school supplies. Her favorite artist is Miguel because that's all her boyfriend listens to. She watches Youtube videos to learn how to play guitar because she can't afford guitar lessons. She reads on her way to work because she wants to be a songwriter. She's trying to find a second job so that she can buy a new guitar. She wants to study music in college because she wants be a musician. She tries to know more musicians because she wants to learn more.
25
vibe
/
v i sua l s t r at egy g u i d e
Graduate student who sells her paintings
Michelle Jones Age 24 Gender Female Education Master Degree Race African American Location San Francisco
26
Her major is in fine art because she likes to doodle. Michelle sells her painting on the street every Sunday because she wants to reach more people through her work. She needs to work in a restaurant because she wants to show her parents that she's independent. She thinks it's hard to be a painter in today's world because it takes too long to be well-known. She paints portraits for people because she wants to be gain more experience being an artist. She's always looking for opportunities for scholarships because she needs money to buy supplies. She wants to hang her work in the galleries so that she can network.
chapter
3
ta r g e t au d i e n c e
Worship leader who wants to reach young adults
Matthew Smith Age 35 Gender Male Education Bachelor Degree Race Africa American Location Denver
Matthew is in the worship leader at church because he likes to sing. His favorite artist is Boyz ll Men because that reminds him of his father. His father is a pastor who passed away 5 years ago so that's the reason he wants to dedicate himself to the church. He wants to produce a worship album to reach young adults because he believes music has no boundaries. He is a social person because he likes door-to-door marketing. He wants to invite more young people to church because he was reckless and he hurt people before he met god. He wants to assemble a team to do outreach.
27
vibe
/
v i sua l s t r at egy g u i d e
Street musician who needs a chance
Danielle Morgan Age 29 Gender Female Education Bachelor Degree Race Africa American Location New York
28
Danielle is a street musician with a job in a restaurant so that she can pay bills. It's hard for her to quit her job and work as a musician because she needs an opportunity for her to shine. She's a Youtuber because it's the only platform she's familiar with. She reads on her way to work because she wants to be a songwriter. She doesn't want her mother to know that she plays music because her mother doesn't support her being a musician. She is always worried that she can't be a full time musician. Sometimes she gets scared of playing on the street because sometimes people are mean to her.
chapter
3
ta r g e t au d i e n c e
Sales manager who loves to handcraft
Aaron Johnson Age 40 Gender Male Education Bachelor Degree Race Africa American Location Los Angeles
Aaron just moved back to LA from Houston with his partner, Eric because he found a new job. Although he's very busy with his job and family, he can still manage his time to go to the clay work near his place. He always wants to be a sculptor but due to circumstance he's in sales. He also takes his daughter to studio because he wants her to express herself and be an artist. He tries to manage a space for his daughter in the house because he wants her to explore more in art. He always wanted to throw a personal exhibition of his potteries. He wants to keep polishing his work for an personal exhibition.
29
vibe
/
v i sua l s t r at egy g u i d e
Mechanic who likes to stay at his garage
Caleb Sรกnchez Age 53 Gender Male Education High school graduate Race Latino Location Columbia
30
John lives in a country house with his dog alone because he's single. He has worked as a mechanic for all his life because that's what his father is. He often stays at the garage to assemble his car because that's his interest. He wants to develop more interests because he is alone. He likes to go fishing because he likes to spend quality time with himself. He doesn't like Youtuber and bloggers because he thinks they are not hardworking enough. He believes if you are hard work will paid off.
chapter
3
ta r g e t au d i e n c e
Landlord who isn't interested in technology
Rachel Brooks Age 78 Gender Female Education High school graduate Race Caucasian Location Mississippi
Rachel has had a flip phone for a long time because she doesn't know how to use a smartphone. She's not a big fan of social media although her grandson helped her open a Facebook account. She likes knitting because her mother used to make her sweaters. She made a few beanies for her neighbors because she made too many. Rachel can't communicate with young people besides her grandson because she doesn't know how to communicate with younger people. She likes to host a yard sale just for her woven items because she has made a lot.
31
vibe
32
/
v i sua l s t r at egy g u i d e
chapter
4
c o m pe t i to r s
04 Our Competitor
Current Competition Adjacent Competition Aspirational Competition
Who is our competition? We provide platforms that helps African Americans to network and express themselves freely, our competition will be a media that give people opportunities to showcase and performance their work.
33
vibe
/
v i sua l s t r at egy g u i d e
Current Competition VIBE is an American music and entertainment magazine that features the hip hop and R&B cultures of music, fashion and beauty and its target is predominantly young, urban followers of hip hop culture. So our competition will be publication that also combined urban culture and music.
34
chapter
4
Billboard Billboard is an American entertainment media brand that publishes pieces involving news, video, reviews, events, and style.
Wired Wired is a monthly American magazine that owned by CondĂŠ Nast publishes in print and online editions.
Complex Complex is an American New York-based media platform for youth culture by fashion designer Marc Milecofsky.
XXL XXL is an American hip hop magazine, published by Townsquare Media, founded in 1997.
Rolling Stone Rolling Stone is an American monthly magazine that focuses on popular culture.
Fast Company Fast Company is a monthly American business magazine published in print and online that focuses on technology, business, and design.
Inc. Inc. is an American weekly magazine that publishes news about small businesses and startups.
Spin Spin is an American music magazine founded in 1985 by publisher Bob Guccione, Jr.
Mojo Mojo is a popular monthly music magazine published initially by Emap, and since January 2008 by Bauer in the United Kingdom.
Hip Hop Connection Hip Hop Connection was the longest running monthly periodical devoted entirely to hip hop culture. Hip Hop Connection earned universal recognition and was described by rapper Chuck D as "the best magazine in the world".
c o m pe t i to r s
35
vibe
/
v i sua l s t r at egy g u i d e
Adjacent Competition VIBE is targeting hip-hop and R&B culture for African American. The adjacent competition that we discovered are record labels or music platform that focus on hip-hop and R&B music and culture.
36
chapter
MTV MTV is an American premium television channel which focuses predominantly on playing music videos from recording artists,known as VJs.
Stax Stax Records is an American record label, founded in 1957 as Satellite Records. The label changed its name to Stax Records in 1961.
Motown Motown is an African American-owned record label that has achieved significant crossover success.
Channel V Channel V is a Southeast Asian pay television network owned by Fox Networks Group, fully owned subsidiaries of 21st Century Fox.
Aftermath Entertainment Aftermath Entertainment is an American record label founded by hip hop producer and rapper Dr. Dre.
HipHopDX HipHopDX is an online magazine of hip hop music criticism and news.
Pitchfork Pitchfork is an American online magazine launched in 1995 by Ryan Schreiber, based in Chicago, Illinois and owned by CondĂŠ Nast.
The A.V. Club The A.V. Club is an online entertainment website featuring interviews, films, music, and other elements of pop culture media.
2DOPEBOYZ 2DOPEBOYZ is an online hip hop music review, news and criticism website. launched in 2007 by Meka Udoh and Joel "Shake" Zela. 2DOPEBOYZ was nominated in the "Best Hip Hop Online Site" category at the 2012 BET Hip Hop Awards.
Atlantic Records Atlantic Records earned a reputation as one of the most important American recording labels, specializing in jazz, R&B and soul recordings by African-American musicians.
4
c o m pe t i to r s
37
vibe
/
v i sua l s t r at egy g u i d e
Aspirational Competition The future VIBE is advocating the idea of providing a better chance for African Americans to approach their goals in life. So our competition will be companies that provides platform for audience to express themselves in the art industry.
38
chapter
Behance Behance is a network of sites specializing in self-promotion, including consulting and online portfolio sites.
Youtube YouTube is an American video-sharing website allowing users to upload, share videos, etc. Most of the content is uploaded by individuals.
SoundCloud SoundCloud is an online audio distribution platform and music sharing website that allows users to upload, promote, and share audio.
Artsy Artsy is a free online platform for collecting and discovering art. Artsy's search engine and database draw connections and map relationships among works of art.
Start Up Art Fair stARTup is dedicated to connecting art buyers to highly vetted, undervalued artists. stARTup has many ways for art lovers to discover up and coming talent.
Spotify Spotify is a music streaming service developed by Swedish company. Users can create, edit and share playlists, share tracks on social media, and make playlists with other users.
Navient Foundation Navient Foundation is one of a select group of companies chosen to service student and parent federal loans.
MOHELA MOHELA is one of the largest holders and services of student loans nationwide.
Stax Music Academy Stax Music Academy is an after school and summer music school in South Memphis, Tennessee. The program has included instruction from many prominent musicians.
Master Class Master Class is a class given to students of a particular discipline by an expert of that discipline—music, painting, drama, any of the arts, or on any other occasion where skills are being developed.
4
c o m pe t i to r s
39
This book is a noncommercial project of a graphic design student. This project is not intended to represent the parent brand in any way. It is done with full admiration and respect toward VIBE company. Designer
Fairy Shih Instructor
Hunter Wimmer Course
Natural Identity Photo Credit
unsplash.com www.uc.edu dilasmediatwo.blogspot.com Software
Adobe Creative Cloud Typefaces
Akzidenz-Grotesk Binding & Printing
Blurb.com