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DESIGN BRIEF / FASHION+LIFESTYLE / GRAPHICS 3 / SPRING 11
NAME VERGE PUBLICATION Blurb 8”x10” WHY “VERGE”? Combines Men and Women’s fashion and lifestyle for an audience who is transforming into a professional life, and wanting to become a well rounded person. TEAM MEMBERS Krista Perkins (Art Director) Melanie McQuade Alice Shrum Maggie Hirschi
MAGAZINE CONCEPT>>
The focus of this magazine is bringing in urban sophistication into lifestyle and minimal parts of fashion. This magazine is for young creatively inclined individuals who are looking to break into the professional world. Focusing on ages 22-26, our audience will be either graduated or approaching college graduation and are looking for resources to expand their personal and professional lives. By offering information on events, music, and other interests we will help expand the minds of these people in their personal lives, concurrently we will provide professional advice, on attire appropriateness, budgeting, and even how to make your social networking tools “professionally friendly.” The goal is to infuse our readers with culturally relevant information on trends, so that they are not only in-style, but focused in fashion. We want to incorporate different “vintages” (decades from which fashion inspiration is drawn) into our design style and our content. This inspiration was drawn from the life cycle of fashion, a trend is born, lays dormant, then has a tendency to come back into fashion. So instead of just showing attire that appears “vintage” we will be able to hone in on specific fashion trends and find what they are inspired by and what culturally relevant issues guided this trend. This exploration on different “vintages” of clothing will be used as supporting information for editorials and possibly features. Our focus will remain on content that supports the life our readers are seeking. We will help through fashion, entertainment, budgeting and general lifestyle interests.
DEMOGRAPHIC >>
This magazine is targeted towards the lifestyle of young Men and Women age 22-26 in an urban environment who are interested in a professional long term career. Those who want to broaden their interest with different hobbies and activities making them well-rounded. Since our audience does not have a professional career they have to budget their funds. This magazine will attract those seeking sophistication.
PERSONA 1 (MALE) >>
JASON is a 25 years old Caucasian and Haitian mix living in Schaumberg, Illinois (Chicago) in a oneperson loft with his golden retriever, Charlie. He attended Columbia College of Art and Design and graduated with a BFA in Photo Media. He likes to purchase his clothes at trendy thrift stores downtown because he is on a low budget. Jason is health conscious and therefore shops at local markets. He often vacations with his family, because it’s cheap but also likes to road trip with his buddies or hop on a train to the Grand Canyon. The road trips create more opportunities for Jason to expand his portfolio. In his free time he walks his dog around Chicago parks because he loves the outdoors. He does freelance photography for events in Chicago like parties and weddings. He enjoys riding his bike because he likes public transportation; a car is not a necessity. He enjoys listening to old school hip-hop and classic rock. Jason’s favorite movies are Boondocks Saints and The Hangover, and he enjoys watching House and That 70’s Show. He enjoys reading Rolling Stone and the local Newspapers.
PERSONA 2 (FEMALE) >>
ZOE is a 22 year old Caucasian senior at SSU graduating with a masters in Architecture. She is from DeSoto and she wants to move into the same city that her school is to start her career. She enjoys shopping for her food at Trader Joes, where she can purchase healthy items. Zoe likes to spend her free time amerced in the Japanese Culture at the Japanese Center in San Francisco. She likes to shop at Forever 21, Banana Republic, and Express because her parents send her a monthly allowance - where she has to budget her spendings. Zoe is known to vacation to Mexico with her family at their time share. She drives a Nissan Altima but likes to walk to Dolores Park. She enjoys underground bands and attends local concerts at bars and venues for entertainment. Zoe watches foreign and Indie films, but classical is always her favorite. The Food Network and Travel channel are networks she watches. Elle and Self are magazines that she reads on a regular basis.
IMPORTANT WORDS >>
TO SUGGEST Vintage Young adult Intellectual Sophisticated Style Urban Pop culture Now Business Personal Budget Appropriateness Convenience Style Professional Trendy Affordable Comfortable Awareness Movement Transformation
KEY WORDS VINTAGE// style and trends from past decades in relation to now; being the best of its kind; representing the high quality of a past time; old-fashioned; dated. URBAN// in, relating to, or characteristic of a city or town. TRANSFORMATION// change in form, appearance, nature, or character. SOPHISTICATED// a person with much worldly experience and knowledge of fashion and culture. Sophisticated by education, experience, etc., so as to be worldly-wise; not naive.
RESPONSE OF TARGET >>
HOW THE AUDIENCE WILL RESPOND EDITORIAL: Since our target audience is transforming into a more professional lifestyle the magazine holds humor as well as formal text. This creates a more friendly magazine for the reader, but also is a tool for them in becoming a well-rounded individual. DESIGN & ILLUSTRATION: A combination of professional photography and graphic elements (color fields, textures, lines, transparency, shapes, etc.) to attract a young adult audience. The use of warm colors with a hint of cool accents fits the mood of our magazine(modern vintage).
VISUAL RESOURCE >>
WEBSITE: www.festivalfinder.com
This website helps you discover the latest details on more than 2,500 music festivals in North America. Search your favorite genre or use the
Clothing/Shopping Forever 21 Express Target Banana Republic Etsy.com Modcloth.com Nike Toms Under Armour
Techonology
Apple Beats Canon Nikon iphone ipad
Music festivalfinder.com
Other interests
IKEA Absolut Bud Light Green advertisement
Find by feature to locate a concert.
TV SHOW: Mad Men
Mad Men is set in the 1960s, initially at the fictional Sterling Cooper advertising agency on Madison Avenue in New York City. The focal point of the series is Don Draper (Jon Hamm), creative director at Sterling Cooper and a founding partner at Sterling Cooper Draper Pryce, as well as those in his life, both in and out of the office. As such, it regularly depicts the changing moods and social mores of 1960s America.
TV SHOW: Gossip Girl
This series revolves around the lives of privileged young adults on Manhattan’s Upper East Side in New York City. The young adults in this show depict a sophisticated fashion and lifestyle.
HEROES >>
Vintage: James Dean & Elizabeth Taylor The influence of Elizabeth Taylor he became one of the great screen actresses of Hollywood’s Golden Age, and one of the most famous film stars in the world. Taylor was recognized not only as a talented and awardwinning actress, but also for her glamorous lifestyle, beauty and distinctive violet eyes. James Dean is a likeable renegade and nearly impossible to resist. He is charismatic and an entrepreneur. He was well rounded as an actor and also enjoyed racing cars. People remember him for his timeless good looks and rebel like mentality. He is legendary.
Present: Ryan Gosling & Zooey Deschanel Ryan Gosling sports a unique combination of youth, success, power, and style. His clean-cut, form-fitting suit is professional and complements the sharp intellect of his character. The ensemble has an air of dominance and commands attention and respect, making this slick outfit perfect for interviews or other events where you need to put your best foot forward. Zooey is a hipster for sure but her fashion sense is pure indie film princess. Over the years, this artsy yet elegant has become a rising style icon. Her many looks are, at once, cutting edge and charming throwbacks.
DESCRIBING WORDS >>
MAGAZINE DESCRIPTIVE PHRASES MODERN VINTAGE POST-GRAD TRANSFORMATION URBAN SOPHISTICATION
TABLE OF CONTENTS >>
Departments: Money Matters/ how to budget and save – Maggie Working your network/ managing and joining social networks – Melanie Shoes, Hats, & Bags/ Appropriate accessories – Krista Next Month/ Experience culture in surrounding areas – Alice
Features: Interview Prep/ Quick tips & fashion – Krista Loft your Life/ Apartment complexes – Alice Men’s & Women’s Fashion/ moving forward while looking back – Maggie 360/ entertainment for self-inlightenment – Melanie
COLOR PALETTE >>
C:47 M:9 Y:30 K:0
C:0 M:53 Y:100 K:0
C:19 M:8 Y:31 K:0
C:2 M:0 Y:19 K:0
C:0 M:0 Y:0 K:4
C:0 M:77 Y:68 K:0
ILLUSTRATION + IMAGERY PALETTE >>
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FINAL COVER >>
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JUNE JUNE 2011 2011 >>>>
MOVING MOVING FORWARD FORWARD WHILE WHILE LOOKING LOOKING BACK BACK
V E RVGE ER G E
BACK COVER
FRONT COVER
GRID >>
final magazine size: 8� x 10�
bottom: .75 in
hangline
bottom: .75 in
outside: 1 in
gutter: 1.5 in
STYLE GUIDE: DEPARTMENT >>
THROWBACKS
DEPARTMENT FLAG TITLE
univers 20pt 65 bold oblique
DEPARTMENT FLAG SUBTITLE
univers 14pt 65 bold oblique
DEPARTMENT TITLE
DEPARTMENT DESCRIPTION
DEPARTMENT BODY
univers 36pt mixed weights leaded 35pt univers 12pt 65 bold oblique univers 9pt 55 roman leaded 15pt
WHY FASHION IS STILL RELEVANT
Some Summer Must haves SHOES/HATS/SUNGLASSES
Fashion has escapist qualities to help you deal with the pressures of the world.
DEPARTMENT SUBHEAD
univers 11pt 65 bold oblique
SHADY BUSINESS
DEPARTMENT NUMBERS
univers 12pt 85 Extra Black Oblique
3
DEPARTMENT EXAMPLE >>
STYLE GUIDE: FEATURE OPENING >>
FEATURE TITLE
FEATURE BODY SUBHEAD
FEATURE BODY
univers 48pt mixed weights - cut out univers 9pt 65 bold oblique
HOW TO LOOK SEXY AND SOPHISTICATED!
univers 9pt 55 roman
One of the best parts about authentic vintage clothing is its uniqueness. You can rest assured that you’ll be the only one with that great ‘50s belt or blazer.
FEATURE PULL-QUOTES
univers roman 9pt leaded 20pt
ONE OF THE BEST PARTS ABOUT AUTHENTIC UNIQUENESS PICTURE CAPTION
Univers 11pt 75 Black & 45 Light Oblique
ELIZABETH TAYLOR IN HER FULL COVERED 50s SWIMSUIT
FEATURE EXAMPLE OPENING PAGE>>
STYLE GUIDE: FEATURE NEXT PAGE >>
FEATURE TITLE
FEATURE BODY SUBHEAD
FEATURE BODY
univers 36pt 57 Condensed leaded 39pt
VINTAGE INFLUENCES
univers 11pt 65 bold oblique
>>
univers 9pt 55 roman
One of the best parts about authentic vintage clothing
MOVING FORWARD WHILE LOOKING BACK.
is its uniqueness. You can rest assured that you’ll be the only one with that great ‘50s belt or blazer.
FEATURE PULL-QUOTES
univers roman 9pt leaded 20pt
BRING EVERYTHING YOU NEED BE SUCCESSFUL PICTURE ELEMENT
C:47 M:9 Y:30 K:0 multiplied 45 degree corner
FEATURE EXAMPLE NEXT SPREAD>>
LOGO DESIGN>>
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1 PT STROKE CIRCLE “V” BAUER BODONI BLACK ITALIC 128pt “VERGE” UNIVERS 67 BOLD CONDENSED 20pt
SPREAD THUMBNAILS>>
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MOVING FORWARD WHILE LOOKING BACK
>> JUNE 2011
DIVISION OF LABOR>> KRISTA PERKINS (ART DIRECTOR)
MELANIE McQUADE
MAGGIE HIRSCHI:
ALICE SHRUM
Logo Mission Statement Spread Subscription Page Department: Fashion/Throwbacks Feature: Jobs/How 2 Ace the Interview Ads: Converse Contributors Page Department: Networking/Fixig Facebook Feature: UClture/1950’s Music and Novels Ads:Nikon Spread, Etsy
Logo Identity Page Table of Contents Ads: Mad Men, Nike, and Beats Department: budgeting Feature: moving forward while looking back (men and womens fashion) Banner Sneak Peak: 1970’s Department: Events/Summer Sounds Feature: Housing/Finding Your Perfect Space Ads: Festival Finder.com, GPS, Budweiser
FRONT & BACK COVER Team Collaboration
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