design brief . spring 2011. publication & editorial design
BLURB // LAYOUT SIZE: 8” X 10”
Design Team Lauren Schimming (Art Director) Laura Cook Claire Dooley Amanda Kilwin
Why “Via”? Via means “traveling through (a place) en route to a destination,” “by way of” or “by means of.” We hope to inspire our young readers to discover themselves via unusual experiences.
Concept Statement We are not for the closed-minded traveler. We will take you on adventures across the United States which will give you a look into unusual experiences that diverge from your expectations. We are for a young, zesty audience with a taste for real life encounters that are [literally] along the roads less traveled.
To Suggest Journey / Authentic / Navigation / Crossroads Unusual / Adventure / Modern / Personal / Informal Tactile / Vivacious / Zesty / Bold / Confidence Fusion / Divergence / Sustainability
JOURNEY / an act of traveling from one place to another AUTHENTIC / of undisputed origin; genuine NAVIGATION / the process or activity of accurately ascertaining one’s position and planning a following route. MODERN / of or relating to the present or recent times as opposed to the remote past. ZESTY / great enthusiasm and energy. BOLD / having strong or vivid appearance INFORMAL / having a relaxed, friendly, or unofficial style, manner, or nature SUSTAINABILITY / able to be maintained at a certain rate or level; (esp. of development, exploitation, or agriculture) conserving an ecological balance by avoiding depletion of natural resources.
Target Demographic college educated / young adult / ages 20–26 budget conscious / youthful nature / nostalgic open-minded / dependable / driven / adventurous artistic / informal / environmental
PERSONA 1
Emylissa Stein
Emylissa is a twenty-one year old Environmental Engineering student at the University of Wisconsin. Before graduation, she wants to have a one last trip with her friends before they all part ways after college. Originally from Portland, Oregon, Emylissa has an innate love for the outdoors. Every morning before class, she walks her dog, a brown Labrador named Sally. She also works at the local food pantry for the homeless. Her interest in nature was nurtured by her mother, a stay-athome mom who frequently spends time working outside in her garden. During high-school, Emylissa and her sister Marie worked together to implement composting of their cafeteria waste. At the University of Wisconsin, Emylissa is affiliated with Engineers without Borders and University Vegetable Garden. She love to shop at Anthopologie, browse Foodgawker. com and read Good magazine.
PERSONA 2
Justin Weigand
Justin Weigand: Justin is an alumni at the University of Texas. He currently works in the Dallas/Forth Worth area at a local letterpress shop. He graduated from UT in the Spring of 2009. Now twenty-five years old, he is always trying to give back to his community. In his free time, Justin works at the local Arlington Art Center as a serigraphy teacher for veterans. Justin loves to cook for himself and his two cats, Duke and Rosie. Justin is saving his money so he can go on a pilgrimage to Santiago de Compastella in Spain, but he is always looking for local adventures and local flavors that he can experience with his friends. He is dating his college girlfriend and hopes to soon ask for her hand in marriage (within the next five years.) He reads GQ and shops at JCrew.
Our Heroes
Hayden Panettiere is a glamorous young actress as well as a strong activist. She feels strongly about the environment, more especially about animals and their natural habitats. She also loves to travel and experience the local culture. She is a successful and powerful young woman and an inspiration for our readers. Hayden is twenty-one years old and she is known as the voice of “Dot” in A Bug’s Life. She has been a role model for her generation and she will continue to voice her opinion on political and environmental issues in America.
Jake Gyllenhaal is a successful actor and activist for voting and green living. He spends his time acting from set to set, but he also makes the time to show his support for groups such as “Rock the Vote” and “Global Green”. Jake was born in 1980 and he is known for his appearances in Brokeback Mountain and The Day After Tomorrow along with other feature length films. Politically active, Jake shot a commercial for Rock the Vote. Additionally, he and his sister visited the University of Southern California to encourage students to vote during the 2004 U.S. Election.
Areas of Interest
Food
Films
Our audience frequents the local-eateries like Zen Zero,
Our audience is interested in artistic and independent
La Parilla, and Yokohama. They are not afraid to try new
films, such as Black Swan, 500 Days of Summer, or The Kids
foods and experience different cultures. Our audience
are Alright. However, because of the cost of movie tickets,
is health conscious and aware of what foods they put
they normally go to local video rentals like Liberty Hall.
into their body. They enjoy the social aspect of eating
Our audience also often uses Netflix for current movies
out with friends, but they limit their budget to going out
and t.v. shows. Classics, foreign films, and drive-in movie
occasionally. Our audience, when they have the time, en-
theatres are also of interest to our audience.
joys hosting dinners for friends. They go to local wineries and purchase local drinks and products.
Websites/Blogs Our ideal male audience follows The Art of Manliness, The
Shopping
Onion, and GQ & Esquire. Fashion, humor and style are es-
Our audience normally shops at Target, but they also
sential aspects of their personality. Our female audience
spend the occasional Saturday morning perusing the Farmer’s Market. Although they do not have a strong interest in name-brand clothing, they do enjoy J-Crew, Urban Outfitters, Ray Ban, Nixon, Fossil, H&M, Anthropologie, Free People, and Banana Republic. They
follows The Sartorialist, Food Gawker, Real Simple and Pinterest. Experimenting with food and styles is a norm for our women. Both our audiences enjoy broadening their perspective on the world we live in.
are interested in fashion but are not afraid to set their
Magazines
own trends.
Our ideal audience subscribes to Good, Real Simple, The New York Times, Martha Stewart Everyday Food and doit-yourself magazines such as Readymade or Martha Stewart Home & Living.
Editorial, Design & Illustration Components
The editorial will be geared towards an intelligent reader with at least some college education. Although our audience is college educated, our content will still be youthful and engaging. We will use active verbs with a playful & personal voice that will engage the reader. Our copy will not be too humorous, but it will utilize clever language and personal headlines. As for design elements, our audience will likely best respond to warm and lively colors, hand-drawn illustrations, typography, icons, and other visual aids. Though we do not want this to be a map-heavy magazine, we intend to use map-like elements in order to emphasize our concept. While remaining professional, the design will strive to capture a human element and showcase occasional humor.
Table of Contents
Departments
Traffic Jam / 4 Games for long trips Concierge / Hidden Gems in the City Round Trip / Wisconsin Wine Trail Hitchhiking / Travel on a Budget
Features
Find Nature within an Urban Jungle The Steel Road Less is More In the Plum Pit
Ads
Dynomighty Wallets Boxsal iPod Keen Shoes Canon Warby Parker Behr
Color Palette
C:0 M:0 Y:0 K:100 C:0 M:75 Y:66 K:2 C:30 M:0 Y:30 K:1 C:14 M:18 Y:98 K:0
FEATURE COLORS
C:49 M:0 Y:82 K:0 C:49 M:92 Y:32 K:11 C:16 M:55 Y:100 K:2
Image Palette
Illustration Palette
Final Logo & Cover Usage
issue futura medium condensed
MAY 2011 ISSUE 1
month futura medium condensed
Roads Less Travelled
Final Cover MAY 2011 MAY 2011 ISSUE 1
It’s your wallet in disguise.
MAGAZINE
www.dynomighty.com
WWW.VIAMAG.COM
Roads Less Travelled
Grid top 3p0
inside gutter 9p0
outside 6p 0
baseline 6p0
column 5p0
gutter 1p 6
Page Specifications spread dimensions: 16” width 10” height page dimensions: 8” width 10” height baseline grid set at 3 pt
DEPARTMENT
Style Guide
department flag text: archer bold italic 13
Round Trip >>
OUR MONTHLY STAFF ROAD TRIP
department flag subhead: futura medium 7/12
TASTE YOUR WAY THROUGH WISCONSIN’S VERY OWN VINEYARDS
The following game uses a mix of real life city names that are funny, odd, or outright strange. The object of the game is to make up two or three funny city names and then include them with one real city name. Have the people in the car try to guess which name is actually the name of a real city. We have a printable sheet of funny names that we found mostly in the United States.
department title: Knockout, handset watercolor text
department body text: Meta medium 8/11
folio: date: futura bold condensed 9.595; number: archer book 11
19 MAY 2011
department subhead: futura medium 11/16
DEPARTMENT
Style Guide
Round Trip Concierge >>
TIPS ON THE BEST LOCAL ATTRACTIONS
be classy
Opening in 1929, the original design was considered one of the most well planned and beautifully laid out of commercial areas in the nation.
find some fun!
get hungry
Hammer Museum
The Stand
The Hammer Museum explores the capacity of
The Stand offers the comfort of early century
The Village Theater in Westwood opened on
art to impact and illuminate our lives. Through
diners, featuring comfortable space, sincere
August 14, 1931. After more than sixty years
its collections, exhibitions and programs, the
hospitality, and honest foods. Classic
as a first run movie palace, the Village The-
Hammer examines the depth and diversity
American food...done right!. Hotdogs and
ater is still one of the sites of Hollywood’s
of artistic expression through the centuries
sausages, burgers and chicken enriched
biggest movie premieres. Regency Theatres
with a special emphasis on art of our time.
by proprietary toppings, breads, sides and
replaced Mann Theatres as the movie
At the core of the Hammer’s mission is the
drinks, may be consumed on-premise or
operator on April 1, 2010.
recognition that artists play a crucial role in
carried out.
american
Regency Village Theater
L.A. Film Festival
all aspects of human experience. The Hammer advances UCLA’s mission by contributing to
Delphi Greek
the intellectual life of the University and the
Our quaint restaurant serves traditional
by the Los Angeles Times is an event held
world beyond. http://hammer.ucla.edu/about/
Greek food cooked to perfection and of
annually in June (lasting for 10 days) in
index.html
course, made with that extra bit of love that
downtown Los Angeles, California. The
goes into each Greek dish. We look forward
Los Angeles Film Festival began as the Los
to your patronage.
Angeles Independent Film Festival (LAIFF)
Franklin D Murphy Sculpture Garden
greek
The Los Angeles Film Festival, presented
in 1995. The first LAIFF took place over the
One of the most distinguished outdoor
BLVD 16
sculpture collections in the country, the
Redefining contemporary LA dining, BLVD
toric Raleigh Studios in Hollywood. In 1996,
Franklin D. Murphy Sculpture Garden spans
16 has quickly become one of the hottest
the LAIFF expanded to include the Directors
more than five acres in UCLA’s campus with
reservations in town. Urban sophistication
Guild of America.
over 70 sculptures by artists such as Jean
and earthy passion wind their way through
Arp, Deborah Butterfield, Alexander Calder,
the ambiance and our menus. From shared
Music Box
Barbara Hepworth, Jacques Lipchitz, Henry
plates at Happy Hour to small bites at the
Music Box was the first store in Los Angeles
Moore, Isamu Noguchi, Auguste Rodin, and
bar to full-course celebrations, every dish
to exclusively sell Persian and World music.
David Smith.
shines with bright flavors and über-fresh
We have been at the same location for over
local, ingredients. The extensive wine list
20 years and Mr. Chamanara brings over 50
and signature cocktails keep pace, featuring
years of Music experience to his business.
organic, and bio-dynamic selections.
We are a leading authority on Persian and
Bailey Creek Cottages Golf Course
american
course of five days in a single location: his-
Bailey Creek Cottages are Lake Almanor’s
World Music. You will find our prices very
most unique lodging facility. Located on the
competitive to other stores and websites.
Bailey Creek Golf Course, recently nominated “Best New Public Course in America” by Golf
WESTWOOD, CA
Digest. Bailey Creek Cottages are luxurious 1 and 2 room units with fireplaces, jetted tubs,
IN THE CITY
STRAY AWAY FROM THE CROWDS AND EXPLORE WESTWOOD, ONE OF L.A.’S NEIGHBORHOODS
garages, private decks, kitchens or kitchenettes, and much more!
price
Department Guidelines Each department title uses our hand made watercolor type The department flag & description hang on the left hand side Angled line crops photo/illustration Utilize the arrow rule for the intro text on the left page Text on the right page is in a columnar form
time consuming
FEATURE
lead-in text: futura medium condensed 22/30
Style Guide
When traveling to larger cities, look for that unusual place to experience Mother Earth. Parks in large cities are usually thought of as refuges, as islands of green amid seas of concrete and steel.
paragraph breaks: futura bold 7/15 WHEN YOU APPROACH THE HIGH LINE
in the Chelsea
AROUND THE UNITED STATES, TRAVELERS CAN FIND HIDDEN GEMS OF NATURE WITHIN JUNGLES OF METAL AND STEEL. EXPLORE ONE OF THE MORE FAMOUS ONES FOUND IN NEW YORK CITY IN CHELSEA NEIGHBORHOOD.
neighborhood on the lower west side of Manhattan, what
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body text: adobe garamond pro 9/15
you see first is the kind of thing urban parks were created to get away from — a harsh, heavy, black steel structure supporting an elevated rail line that once brought freight cars right into factories and warehouses and that looks, at least from a distance, more like an abandoned relic than an urban oasis.
MARYJANE’S RULES ON TOOLS
1) never skimp on tools — buy the best 2) always put your name on tools 3) keep them sharp, and always keep a file in your pocket while working in the garden
The design included sleek wooden benches that appear to peel up from the park surface, but also kept many of the original train tracks, setting them into portions of
Paul Goldberger byline: futura 11.359
tips header: futura bold 5.6pt text:archer semibold 7.48pt
pull quote: archer bold italic 12/24
NEW YORK CITY folio: date: futura bold condensed 9.595; number: archer book 11
21 MAY 2011
city tag: futura medium 8.239
the pavement and landscape.
FEATURE
Style Guide
MOSCOW, IDAHO
Sunday, July 20
Everything I need is in two small bags: my Tilley hat (the best outdoor hat in the world), work boots, walking shoes, shorts and belt, three t-shirts (with no corporate logos or slogans), one long-sleeved shirt, a raincoat for working in bad weather, and a notebook and pen. MARYJANE AND HER HUSBAND, NICK, MEET ME AT THE
IT’S MY FIRST VACATION IN OVER FIVE YEARS, EVEN THOUGH I’M HERE TO LEARN HOW TO PLANT MY FIRST GARDEN
GATE IN LEWISTON.
They recognize me right away. The
e-mail must have tipped her. And MaryJane is wearing her trademark hat and braided ponytail. Just like the pictures I saw on the MaryJanesFarm website. I’m delighted that these two strangers are so glad to see me. I already feel welcome, a good indication of the week to come. Leaving the humidity of Ohio behind, I’m beginning to get acquainted with northern Idaho’s “dry heat.” MaryJane offers me fruit juice and a cup of ice for the ride to the farm while we review my daily agenda for the week, including meals and menus and
Phil Jackson
learning activities — even scheduled rest. I’m relieved,
Marysville, Ohio
since it’s my first vacation in over five years, even though I’m here to learn how to plant my first garden.
Feature Guidelines Use handmade type/element for left hand page Interaction between left and right hand page Large lead-in text hangs from hangline Teaser-text to left of body text with byline underneath Use all caps text for paragraph breaks
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Division of Labor
Lauren Schimming (Art Director)
Claire Dooley
Front Cover Via Opening Page Keen Advertisement Via Advertisements (2) Watercolor “Mission” Page Feature: In the Plum Pit Department: Wine Trail True Stories Page Preview Page Wallet Ad (Back Cover)
Contributors Page Feature: Less is More Department: Travel on a Budget Behr Advertisement Warby Parker Advertisement
Amanda Kilwin
Table of Contents Feature: Steel Road Department: Hidden Gems Canon Advertisement Toms Advertisement
Laura Cook
Via Opening Page iPod Advertisement Watercolor “Mission” Page Feature: Urban Jungle Department: 4 Games for Cars True Stories Page Preview Page Boxsal Advertisement Subscription Page Spread