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VISUAL STRATEGY GUIDE A re-branding project for Seventeen
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VISUAL STRATEGY GUIDE The main aim of the Visual Strategy Guide was to research and understand the history, soul and mission statement of the brand. Once this was established, it was used to expand the knowledge of future deliverables.
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Visual Strategy Guide GR 604: Nature of Identity Spring 2020
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“It is time to treat teens as adults, as teenage girls represent a significant economic force of the society that we live in.” —Helen Valentine, Seventeen Founder
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TABLE OF CONTENTS
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BRAND INTRODUCTION
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THE NEW SEVENTEEN
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Our History
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Our New Mission
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Our Timeline
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Re-branding Objective
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Keywords 26 Past & Future
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TA B L E O F CO N T E N T S
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BRAND COMPETITORS
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Personas 40
Current Competitors
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Out of Audience
Adjacent Competitors
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Future Competitors
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Brand Buzz Words
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BRAND AUDIENCES
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B R A N D I N T R O D U CT I O N
BRAND INTRODUCTION Our History
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Our Timeline
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OUR HISTORY
Founded in 1944 by Helen Valentine, “Seventeen” magazine was the first modern ‘teen magazine’. After an immediate success, it became iconic in establishing the tastes and behaviors of successive generation of teen girls. The magazine played a vital role in shaping the modern teen girl ideal as consumers of popular culture and helped create the concept of ‘teenager’ as a distinct demographic in that era. The early “Seventeen” provided a generation of the thinking young women with information on citizenship and clothing, politics and popularity, adult occupations and adolescent preoccupations, until the economic and social forces converged to reshape the magazine toward teen consumerism. Later, Seventeen took a more fashion and romance-oriented approach in presenting its material while promoting self-confidence in young women. Valentine wanted Seventeen to address the teenage girl as one that wasn’t only interested in fashion and boys, but who also had a political and social conscience. She wanted the magazine to show that teens needed to be taken more seriously. The magazine’s target audience was right in its title. Valentine once described the age of seventeen as “the age when a girl is no longer a child, yet isn’t quite a woman.” Thus the brand caters to the adolescent needs of smart and capable young women who are one of the most significant economic forces of the society.
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O U R H I S TO R Y
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O U R H I S TO R Y
Seventeen was America’s first modern teen magazine that created the concept of ‘teenager’ as a distinct demographic in that era. Seventeen was the ultimate content destination for Gen Z and young millennials celebrating real stories and experiences of a teenager’s life. Our relatable voice, clear-cut service, and coverage of all the things teens love makes us the go-to place for young people.
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Early “Seventeen� provided young girls information on citizenship, politics and occupations before taking a more fashion and romance oriented approach.
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O U R H I S TO R Y
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OUR TIMELINE
1944: Founded by Helen Valentine,
1946: For its first few decades,
1957: Pivoting from the 50s
1971: Joyce Walker became the
Seventeen was first published in
“Seventeen” covers didn’t showcase
into the 60s, Seventeen grew
first black model to be featured on
more candid about sex.
the cover of Seventeen.
September 1944 by Walter Annen-
celebrities. It made sure to keep
berg’s Triangle Publications.
editorial virginal. Also, Annenberg wanted the magazine to be one that American parents actively wanted their teenaged daughters to read.
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1950
1960
1970
1950: Seventeen goes meta. Estelle Ellis, promotion director, designed a way to pitch to businessmen who might want to advertise their own products in its pages.
1945: Valentine wanted Seventeen
1965: In the mid 60s, Seventeen
to address the teenage girl as a
consistently included politically-
“whole human being” — o ne that wasn’t only interested in fashion and boys, but who had also a political and social conscience.
slanted pieces, such as these: “What You Can Do For Human Rights in Your Own Home Town.”
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OUR TIMELINE
1991: News Corporation sold
2010: Writer Jamie Keiles
2019: It was announced that
Seventeen to K-III Communica-
conducted “The Seventeen
Seventeen’s print editions
tions (later Primedia).
Magazine Project”, an
would be reduced to only four
experiment in which she
special stand-alone issues.
followed the advice of Seventeen magazine for 30 days.
1990
2000
2010
2020
1988: News Corporation
2012: In response to the reader
bought Walter Annenberg’s
protests against the magazine’s
Triangle Publications.
airbrushing its models’ photos, Seventeen ended its practice of using digital photo manipulation to enhance photographs.
2003: Primedia sold the magazine
Present: Through our work we
to Hearst.
inspire teen girls to be the confident voices and role models that the community needs.
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THE NEW SEVENTEEN
THE NEW SEVENTEEN Our New Mission
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Re-branding Objective
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Keywords 26 Past & Future
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OUR NEW MISSION STATEMENT
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M I S S I O N S TAT E M E N T
“Our Mission is to inspire teen girls to be the confident voices and role models that the community needs.� Seventeen’s early core lied in inducing a sense of strength and confidence in young women before it shifted its focus into fashion, beauty and more consumer oriented communications. It has the potential to reach out to the target audience in various ways rather than just publications. The brand has an opportunity to go back to its roots and evolve into more successful and useful outcomes. Thus our new mission is to help young teens to evolve into confident and independent women.
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RE-BRANDING OBJECTIVE
Potential Services Along with a strong online presence that the teenagers are more drawn towards, Seventeen can have educational programs, workshops, networking and career coaching events that are based on the topic of young women progress and empowerment. It can have training programs or an institute that guides the upcoming women entrepreneurs and supports them in their decided career paths. The services can cater to needs beyond just confidence and personality development to ensure mental and physical well-being of teens. It can push limits of teen creativity to make efficient citizens of the future. Potential Products Seventeen can use its core values to create products that maintains self-esteem in day to day life of a young girl. It can thus create easy to carry confidence care packages for teen girls. It can include flush able wipes, sanitary napkins, stain remover, panty liners, hairbrush, hair ties, deodorant, razor, hand sanitizer, an extra pair of undies, mouth freshener, pepper spray for safety, etc. Partnerships Seventeen can partner with global platforms such as Tedx to give teens opportunities to showcase their stories and potential ideas. It can also collaborate with educational institutions to organize events for teen development. It can have competitions of various fields to increase social networking and interactions. Seventeen can partner with individual expert counselors specializing in teen behaviors, to create its own counselling service.
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R E - B R A N D I N G O BJ E CT I V E
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BRAND KEYWORDS
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In keeping up with our re-branding objective we established three brand keywords that help Seventeen expand in to future deliverables. When considering the future possibilities for Seventeen it is essential to tie them to these keywords.
Confident Progressive Enjoyable
KEYWORDS
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CONFIDENT
Confidence is the belief that you will be successful. Confidence is related to self-esteem and resilience. It helps teenagers make safe, informed decisions and avoid people and situations that aren’t right for them. Seventeen will help you to be who you are and live life on your terms and desires. It will enable you to accept yourself and be confident.
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KEYWORDS
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PROGRESSIVE
KEYWORDS
Seventeen targets the female youth and it is outgoing, fun, free and progressive. It can set trends or a cult that youngsters can look up to. Seventeen helps teens to succeed in their set goals and motivated them to take the front seat and become the confident voices of the society.
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ENJOYABLE
Teenage years should be enjoyed by every girl. Promoting happiness and a positive state of mind can have good effects on personality development. Teenagers are generally full of vitality and energy. This advantage allows them to conquer the world literally, experience new insights, gain wisdom and acquire knowledge. Seventeen makes this experience more enjoyable and memorable.
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OUR PAST
Our past brand was a magazine targeted towards teenage girls. It was fashion, beauty and romance oriented and was targeted towards girls who were interested in topics like dating boys, improving physical appearance and gossips. Seventeen was quite girly and self centered.
Keywords Entertaining Glamourous Self-centered Feminine
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O U R PA S T
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OUR FUTURE
Keywords Confidence Progressive Learning Empowerment
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Our new brand aims at developing young girls to be more confident, focused and success oriented. Seventeen helps teens to take the right future path, preparing them in more fun and enjoyable ways.
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OUR FUTURE
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BRAND AUDIENCES
BRAND AUDIENCES Personas 40 Out of Audience
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PERSONAS
Personas are fictional characters, which you create based upon your research in order to represent the different user types that might use your service, product, site, or brand in a similar way. Creating personas will help you to understand your users’ needs, experiences, behaviors and goals. In our case, it seems that Seventeen has a specific group of target audience as the brand name suggests. But within the target market we studied the various stereotypes that make the audience diverse. Thus, for establishing the future goals of our brand it was important to identify the existing as well as potential target audience. 01. The Enthusiastic Blogger 02. The Shy Girl 03. The Caring Father 04. The Teen Expert 05. The Tomboy 06. The Working Mom
07. The Busy Entrepreneur 08. The Environmentalist
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03.
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06.
Out of the Curve
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KELLY JONES The Enthusiastic Blogger
PERSONAS
01. Kelly is a very outgoing and friendly girl who loves meeting people and making new friends because it helps her build her content for her blogs. She is also a very sharp observer and grasps the unusual and interesting activities that happen in her day to day life. 02. She loves spending time reading inspirational short stories and her favorite books are the Chicken Soup series because she
Age: 18 years old
can connect to the real life stories.
Gender: Female
03. She writes a dairy as it helps her note down her emotions and daily experiences. She also started to write blogs when she
Occupation: Student Nationality: American
was 15 and is now famous for her blog website “Kelly’s Teen Tales”, where she addresses her life as a growing-up teenager. 04. Kelly is fond of documenting as she wants to preserve memories,
Location: San Francisco
thus she records everything and has a mini camera in her bag. 05. Sometimes she finds it difficult to manage her extra curricular activities and her studies because she is busy with her social life. She wants to manage her time well manage her time better. 06. Kelly has a bucket list of places she wants to visit as she believes that the adventures will help her write better. She also wants to experience different cultures all over the world because she has read a lot about it on the internet. 07. Kelly has many ideas and plans but sometimes find it difficult to execute them and ends up making mistakes which upsets her because she wants to keep herself busy.
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SHANICE CARTER The Shy Girl
PERSONAS
01. Shanice is a very sensitive girl. She lost her mom when she was 2 years old and since then she has been raised by her dad due to which she misses her mother and always wonders what a mother’s love is like. 02. She loves visiting the park near her house as she feels fresh and happy, rather than staying at home. She also takes her dog, Fluffy, to the park everyday because he is her closest buddy.
Age: 13 years old 03. Shanice turned 13 in Jan 2020 and she just got her first Gender: Female
menstrual cycle. Shanice wanted to shy away from the discussion because it was quite awkward for her to discuss it with her dad.
Occupation: Student 04. Shanice is also extremely shy to talk to boys at her school Nationality: African American
and wishes she would be more comfortable talking to them like her other friends.
Location: Los Angeles 05. Shanice is very good at studies and always maintains a GPA of 3.8 and above. Her strongest subjects and Math and Science, but she struggles in interactive classes like English Drama because she has stage fright. 06. She loves family gatherings as she gets to meets all her aunts, uncles and cousins. She is also a foodie and awaits the tasty food made by her aunt Zoe on such family occasions. She loves the Jollof rice made by her aunt, which is a dish from the Western Africa. 07. Shanice also has a secret passion for art and painting because she feels at peace while painting. But her artworks are extremely personal to her and she dislikes showing them to anyone.
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RAJ CHOPRA The Caring Father
PERSONAS
01. Raj lives in Cupertino with his husband Mike and their 17 year old adopted daughter Sara. He strives to earn a good living from his well established apparel business because wants the best life for his family. 02. Raj is extremely attached to his daughter but is concerned because he is worried about not spoiling in her growing up years. He knows the value of hard work and wants his daughter to learn
Age: 55 years old
the same.
Gender: Male
03. He loves long drives and often takes his family out on Road trips, where they explore new places, restaurants and scenic places
Occupation: Fashion Designer
of attraction. This relaxes him because it gives him a break from the hectic work life.
Nationality: American Indian 04. Raj sometimes gets over protective about Sara and is very Location: Cupertino
worried as she is in the teen phase of her life. Due to this, he has always tried to be as open to her as possible but still hesitates to talk to her about sex, boys, abuse, etc. 05. They love shopping and he is a personal stylist that Sara can have. However sometimes she does get annoyed as she wants to make her own choices. Raj gets upset because he feels Sara is growing up too fast and is confused on how to handle the situation. 06. Raj is also an excellent cook and tries out various dishes from the Indian cuisine. He makes at least 2 meals in a week as it is like a stress buster activity for him. 07. He also is a regular jogger and wishes to stay fit even at the age of 55 because he is diabetic and he is aware of the problems that can come up if he faces any health related issues.
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ANNA RUIZ The Teen Expert
PERSONAS
01. Anna is a psychologist who specializes in teen behaviors. She has studied how teens can have mental health problems when their actions, feelings, or thoughts regularly to create obstacles in their lives. 02. She decided to select this particular career because she was herself bullied during her school days. She faced few years of depression after which she was helped by a therapist to bring back
Age: 30 years old
the confidence in her life. She then decided that she wanted to help other teens as well.
Gender: Female 03. Anna loves reading magazines, books, newspaper articles Occupation: Psychologist Nationality: Mexican Location: New York
as she likes to keep her knowledge up to date. She feels that the changing trends lead to different kinds of peer pressures amongst the teenagers. 04. Anna is very fond of the American culture because loves the life, people, food and vibe of the place. Over time she has become a head strong women who is independent and lives her life on her own terms. 05. Anna also takes part in many social events and volunteers for women empowerment programs as it gives her knowledge as well as satisfaction. 06. She has a quality of winning trusts of people very easily as she is a soft spoken person and gives a very happy and friendly vibes. She believes that staying positive will enable her to help other better. 07. She likes to do yoga, talk to her family back in Mexico over the phone, spend time with her boyfriend, watch sunsets, get her hair and nails done because that keeps her mind relaxed.
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YANLI HUANG The Tomboy
PERSONAS
01. Yanli has three elder brothers and she is the youngest child of her family. Thus, she grew up playing with cars and video games and had a gala time with her siblings. 02. She is a collector of action figures, and the ones from the DC series are her favorite. She is also a diehard fan of Captain Marvel because the character’s head strong nature inspires her.
Age: 17 years old
03. Yanli has a lot of mood swings because she is experiencing changes in her body and emotions. She has been finding it difficult
Gender: Female
to accept these changes and does not want to talk about it.
Occupation: Student
04. She is passionate about music and is also a part of her school band because she likes to be with the people who share the same
Nationality: Chinese
hobbies.
Location: Texas
05. She also composes songs for her band as she feels more connected to herself and writing gives her joy. She wishes to join a music school in the future because she wants to learn the skill more professionally. 06. Yanli is not very fond of fashion because she finds comfort in her baggy t-shirts. Sometimes she does feel out of the place and is left confused on what she should do and need a strong guidance. 07. She hates it when someone tells her to act like a girl or dress up like a lady as she feels embarrassed as well as angry and does not know how to react to such comments.
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KIMIKO FUJI The Working Mom
PERSONAS
01. Kimiko is a single mom who has separated from her husband when her daughter Lisa was 12 years old because he had a very unhappy relationship with his husband. She then decided to live life on her own terms and become independent. 02. She is very attached to Lisa who is 16 years old and they are a happy family of two. Kimiko tries to spend as much time with her daughter as she feels that she could not give Lisa proper love and
Age: 45 years old Gender: Female Occupation: Banker Nationality: Japanese Location: Dallas
care when she was a kid. 03. Kimiko wants to give Lisa all that she desires because she wants to wipe away all the bad memories from their lives and wants Lisa to become a confident women who takes her decisions without hesitation, something that she was unable to do for years. 04. Kimiko also removes a lot of time for herself on weekends as she wants to keep her mind relaxed. She loves reading magazines, pampering her skin with different face masks and scrubs. 05. She balances her job and her personal life very well. Despite being busy she removes time for yoga because it keep her mind fresh and her body fit. 06. She is very particular about Lisa’s schedule, diet and her choices but knows where to draw the line and not intrude in to Lisa’s space because she knows how important it is. 07. Kimiko also wants to complete all her unfulfilled wishes like she wants to visit places like Greece and Italy, she wants to learn how to ride a bike, because she wants to experience what adventure and fun is like.
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SOPHIA MILLER The Business Entrepreneur
PERSONAS
01. Sophia has a very limited lifestyle which is restricted to her work and house as she is a workaholic. 02. Her day starts at 6 in the morning, she is in office at 8 and works until late night because her firm is still establishing. Most of the time she also gets her work at home as now she has been used to it. 03. Due to her nature of work she does not get time for herself, so
Age: 35 years old Gender: Female
whenever she does, she prefers spending it at home napping or watching T.V. because she hates to start any activity that she cannot finish. 04. Thus she does not read any book or magazines, nor does she watch movies. She prefers watching short documentaries on famous
Occupation: Investment Firm
people because they inspire her for her own business.
Nationality: Canadian
05. Whenever she gets time in between the day or during her lunch break she quickly glances at the Financial Times app on her I-pad
Location: Oakland
so that she can keep herself updated with the ongoing news. 06. Sophia shops online as she does not have the time to go to stores because she finds it a waste of time. But she is also very particular about her outfit at work and purchases formal wears only from expensive brands only. 07. She spends most of her weekends attending business seminars that happen in and around her city because she wants to expand her professional network.
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EMMA SCOTT The Environmentalist
PERSONAS
01. Emma is extremely active in conservation work as she comes from a hard core environmentalist family with strong life ethics. 02. She is extremely concerned about environmental issues like climate change and her aim is to work towards the betterment of nature. Due to this she has never cared about stuff like fashion or romance. 03. Emma actively participates in drives and marches that support
Age: 20 years old Gender: Female
environmental causes because she is disgusted by the harm that humans are causing to the planet. 04. She also goes out of town most of the time for on field research work as it is a part of a job and she enjoys staying amidst nature
Occupation: Biologist
away from the concrete jungle.
Nationality: American
05. Emma is also a wildlife photographer and she loves going on birding trails because the adventures make her feel more con-
Location: Berkley
nected to nature. 06. She lives a very sustainable life and has never used massmanufactured beauty product as she does not want to pollute the environment. For example she never uses perfumes as the VOC’s cause global warming. 07. She strongly opposes beauty, fashion or women magazines, because she feels that they are very self-centered and teach people to care only about themselves. She feels people should come out of their shells and look at the larger destruction that we are causing to the planet.
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B R A N D CO M P E T I TO R S
BRAND COMPETITORS Current Competitors
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Adjacent Competitors
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Future Competitors
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Brand Buzz Words
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CURRENT COMPETITORS
Current competitors for Seventeen magazine are the ones that somewhat have the similar brand mission, that is empowering the female section of the society. These cater to the needs of women and claim to work towards promoting self confidence among them.
Cosmogirl CosmoGirl, was an American magazine based in New York City, published from 1999 until 2008. The teenage spin-off of Cosmopolitan magazine, it targeted teenage girls and featured fashion and celebrities. The last issue was released in December 2008.
Sassy Sassy magazine is a defunct, general interest teen magazine aimed at young women. It covered a wide variety of topics, and was intended as a feminist counterpoint to Seventeen and YM magazines. Sassy existed between 1988 and 1996.
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C U R R E N T CO M P E T I TO R S
Dolly
Brio
DOLLY was an Australian bimonthly teen magazine started
Brio is an American teen magazine that ran from 1990 to 2009 and
in 1970 by Fairfax Ltd. in Australia and New Zealand, and
resumed in 2017. It is currently published bimonthly by the Ameri-
purchased by ACP in 1988.
can evangelical Christian group Focus on the Family.
Teen Vogue
Girlfriend
Teen Vogue is a former US print magazine and current online
Girlfriend magazine is an Australian teen girls magazine estab-
publication launched in 2003 as a sister publication to Vogue,
lished in December 1988 by Futura Publications. It is now owned
targeted at teenage girls. Like Vogue, it included stories about
and distributed by Sydney based Pacific Magazines.
fashion and celebrities.
Elle Girl
Bliss
Elle Girl was the largest older-teen fashion and beauty maga-
Bliss was a monthly British magazine aimed at 14 to 17-year-old
zine brand in the world with twelve editions. Launched in August
girls. The content covered candid celebrity gossip, latest fashions,
2001, it was the younger sister version of Elle magazine, and
hair and make-up looks, a problem page on puberty, boyfriends,
similarly focused on beauty, health, entertainment and fashion.
friends and sex.
Teen Ink
Girl’s Life
Teen Ink is a monthly tabloid-format magazine that is marketed
Girls’ Life is an American teen magazine. It was launched in 1994
to, and written by, teenagers. It is based in Newton, Massa-
by Monarch Services. The magazine is headquartered in Baltimore,
chusetts, and published by the Young Authors Foundation, a
Maryland. Issues of Girls’ Life contain information and advice on
non-profit organization.
topics such as fashion, cosmetics, hairstyles, relationships, peer pressure, time management, stress-relief, and self-esteem.
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ADJACENT COMPETITORS
Adjacent competitors for Seventeen magazine are the ones that relate to the lives of the target audience either directly or indirectly. These are brands the audiences will purchase or have their interests in, if they do not purchase the magazine.
H&M Hennes & Mauritz AB is a Swedish multinational clothing-retail company known for its fast-fashion clothing for men, women, teenagers and children. It a brand that most teens love.
Sephora Sephora is a French multinational chain of personal care and beauty stores. Featuring nearly 300 brands, along with its own private label, Sephora offers beauty products including cosmetics, skincare, body, fragrance, nail color, beauty tools, and haircare.
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A DJA C E N T CO M P E T I TO R S
Tampax
Uniqlo
Tampax is a brand of tampon currently owned by Procter &
Uniqlo Co., Ltd. is a Japanese casual wear designer, manufac-
Gamble. The original product was designed from the start as
turer and retailer. The company is a wholly owned subsidiary of
flushable and biodegradeable
Fast Retailing Co., Ltd.
Carefree
Claire’s
Carefree is a brand of pantyliners from Johnson & Johnson. In
Claire’s, formerly known as Claire’s Accessories, is an American
the US, the Carefree brand was formerly marketed by McNeil-
retailer of accessories, jewelry, and toys primarily aimed toward
PPC and currently being marketed by Edgewell Personal Care.
teens. It was founded in 1961 and is based in Illinois, Chicago.
Dove
Starbucks
Dove is a personal care brand owned by Unilever originating
Starbucks Corporation is an American coffee company and coffee-
in the United Kingdom. Products include: antiperspirants/
house chain. Starbucks has been described as the main represen-
deodorants, body washes, beauty bars, lotions/moisturizers,
tative of “second wave coffee,” a retrospectively termed movement
hair care, or facial care products.
that popularized artisanal coffee.
Victoria’s Secret
Revlon
Victoria’s Secret is an American designer, manufacturer, and marketer
Revlon, Inc. is an American-based New York City multinational
of women’s lingerie, womenswear, and beauty products. The company
cosmetics, skin care, fragrance, and personal care company head-
is widely known for their high visibility marketing.
quartered in New York City was founded in New York City on the 1st of March 1932.
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FUTURE COMPETITORS
Future competitors for Seventeen magazine are the ones that are based on strong ethics that are applied for the betterment of the youth. They are inspirational and promote confidence and efficient growth of young minds.
99U 99U is Adobe’s career resource and annual conference, helping creatives of all stripes supercharge their work and make their ideas happen. It guides and tips on everything from navigating entrepreneurship to achieving work-life balance.
Ideacity Something of Canada’s TED, IdeaCity is a bit more informal, a bit more inspirational and open, and way more broad in terms of topics and ideas presented.
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F U T U R E CO M P E T I TO R S
ALSC
American Psychological Association
The ALSC Building Partnerships Committee works to build liaison
The APA issue policy statements on various matters of social impor-
relationships with national organizations who serve children and
tance, including abortion, human rights, the welfare of detainees,
youth and who share similar goals to ALSC.
human trafficking, the rights of the mentally ill, sexual orientation change efforts, and gender equality.
Girls Scout Of USA
Teen Health And Wellness
Girl Scouts of the United States of America, commonly referred
The trusted content you can rely on and expect—updated to meet
to as simply Girl Scouts, is a youth organization for girls in the
the needs of today’s teens. With new content on bullying, suicide,
United States and American girls living abroad.
vaping, opioid abuse, gender identity, school safety, sexual harassment, and more.
Step Up
Teen Mental Health
Step Up propels girls living or going to school in under-resourced
It’s designed to help you be successful on campus, focusing on time
communities to fulfill their potential by empowering them to be-
management, relationships, identity, finances, sexual activity, mental
come confident, college-bound, career-focused, and ready to join
illness, suicide, addictions, and more. It also includes tips and strate-
the next generation of professional women.
gies for helping yourself through challenging times.
YWCA
Encyclopedia Britannica
The World Young Women’s Christian Association (World YWCA) is a move-
The Encyclopedia Britannica is a general knowledge English-language
ment working for the empowerment, leadership and rights of women,
encyclopaedia. Their mission is to be a reliable, up-to-date, and schol-
young women and girls in more than 120 countries. The members and
arly source of knowledge and learning for the general public.
supporters include women from many different faiths, ages, backgrounds, beliefs and cultures.
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BRAND BUZZ WORDS
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BRAND BUZZ WORDS
POSITIVE
NEGATIVE
Confident
Outdated
Entertaining
Self-Centered
Glamorous
Judgemental
Attractive
Chaotic
Bold
Predictable
NEUTRAL
BRAND HOPE
Feminine
Empowering
Young
Progressive
Trendy
Inspiring
Global
Driven
Social
Educational
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Check out our Brand Visual Development Guide to see how the new Seventeen was reborn and our Visual Standards Guide for our brand guidelines.
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