LUCID PROPOSAL
lucid adjective ‘lu:sid/
Having the ability to think clearly, especially in intervals between periods of confusion or insanity.
Lucid is a quarterly minimalist lifestyle magazine, featuring breath-taking photography and inspiring content to open your mind. We’ve identified that there is a gap in the market for a magazine that not only helps you to lead a simple life but also explores the finer things in life such a travel. We don’t have a specific competitor, there are other publications that have either similar content or layout. However, they’re all focused towards a different consumer. For example, The Simple Things is a magazine that focuses on thins such as being outdoors and growing their own vegetables or rummaging for vintage finds in a local market. Visually, our main competitor is Cereal Magazine who focuses on photography, style and culture. Yoga Magazine is a health and fitness magazine specializing on yoga and also wellbeing and natural living, where as we’d focus on how to improve yourself to create a meaningful life.
The Free Spirit
‘Emma’ Emma is a 35 year old Interior Designer who lives in a small town between the country and a city. She has 2 children, a small dog, and leads a happy marriage with her husband, Adam. Having a comfortable wage, one would think that Emma has a wardrobe overflowing with shoes and handbags, lives in a big house and goes on lots of flashy holidays… but all is not as it seems. Because Emma is a free spirit and lives a minimalist lifestyle… she has nice things, but less of them, and would rather go without material things and travel and focus on the more important things in life. To Emma, what matters the most isn’t what she has, but what she has done and where she has been. Although she can afford a bigger house – she lives in a smaller one because she is happy where she is. As a family, they are content and they would rather save their extra money to travel, or put towards things for the children and their future. Emma keeps only the things she uses frequently, things that add value to her life. She doesn’t have ‘just in case’ items and she hates clutter. Emma understands that everything she owns is replaceable… therefore she gets rid of un-necessary stuff and lives a meaningful life – a life filled with happiness. Because she strips away life’s excess, she is able to focus on the important parts of life; health, relationships, passions, growth and contribution. Emma drives a very modest black Mini whilst her husband drives a Seat Leon. Every Sunday afternoon, Emma goes out for dinner with her family to their local pub and once each month they have a family game night and hand make their own Pizza’s. Each year at New Year, Emma and her family go on a City break to celebrate, cities such as Paris, Sydney, Cape Town, Abu Dhabi and more. Throughout the rest of the year, they visit different places, which vary between African Safaris, Caribbean Cruises, Ski holidays and island hopping. Emma has a very open mind so enjoys trying new things… but on a regular basis, she spends her spare time going on long walks in the country, doing yoga, baking, reading and taking her children to after school activities such as karate, swimming and gymnastics. Emma lives a rich life with less stuff, and loves the lifestyle she leads. She strongly believes in the saying ‘you can’t take it with you’ and that bigger doesn’t always have to be better.
With clean, white, spacious pages the magazine will feature playful illustrations, simple yet striking photography and beautiful words. It is quietly feminine in a modern way, having the sense of getting the point across without having to shout. A neutral colour palette creates a serene and calming effect that can be experienced each time you pick up the magazine. It is a publication that invites you to sit down, relax, and calmly enjoy.
Lucid will include a broad range of exciting feature articles. Lucid will offer something completely different to what you would typically see in todays magazines. As opposed to tailoring towards material possessions, Lucid’s feature articles will focus on experiences, happiness and ways to better yourself. Our feature articles will be aspirational and brimming with positive messages, with information about places, experiences, exercise and fashions that will not have been featured in other magazines on the shelves. In addition to it’s written content, each article will be accompanied with stunning photography and illustration, which will emphasize the beautiful positivity and aspirational qualities of the written word.
Lucid will be priced at ÂŁ4 per issue. Research gathered show that potential consumers of Lucid magazine shop mostly on the high street and online. For this reason Lucid will be accessible through online platforms, as a digital magazine and also to purchase print through our website and online magazine stores such as magpile.com. As well as this, Lucid will be purchasable in stores such as WH Smiths, Waterstones, supermarkets and convenience stores located around retail areas. Lucid magazines will also be available in niche areas such as health clubs, spas and organic stores in order to reach the specific target audience further.
APPENDIX Flat plan References Primary Research
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Jessica Walker Laura Hannah Kaya Mercer Olivia Whitworth Emily Beaumont