Visual Strategy Guide 1
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Contents Our History
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Introduction Brand Timeline
Our Future
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Brand Mission Keywords The Brand Grid Audience Profiles Competitors Brand Attributes
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Our History
From 1945 to 1946, we surveyed teen girls to better understand the our audience. The magazine became an important source of entertainment and a promoter self-confidence in young women. We spent decades understanding what the young girls want and need and worked towards catering to their needs. This section of the book will provide more insights into our foundation, growth, and evolution.
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Youth today are looking for answers to all kinds of questions, & Seventeen has responded to them.
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Brand Overview
Since our launch in 1944, Seventeen magazine has consistently ranked among the best-selling teen fashion publications. Think of us as your best friend and favorite fangirl. Whatever you need to get by as a teen or young adult may be found on Seventeen. Since our founding in 1944, we’ve been there to share in all of your key life events, from prom to graduation and everything in between. The amount of information that is available on the internet and on social media can be overwhelming. We aim to make sure that what you read is factual and educational as well as entertaining. In order to ensure that you feel comfortable trying anything, and more importantly, that you love it, we make it a priority to consult the greatest experts in the field, fact-check, road-test, and investigate every story and product we’re promoting.
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How it started
When Seventeen magazine first hit newsstands in September 1944, it revolutionized the teenage girl market for both media and products. We were the top and most popular magazine for teenage females between the ages of thirteen and eighteen in the middle of the twentieth century. We first became popular after World War II, when customers forced businesses to create products specifically for teenagers. This is what helped launch Seventeen. Teenage girls were becoming more and more responsible for managing their finances, including both their personal money and that of the family. Teenage girls now had newfound economic power, both as individuals and as family managers, thanks to the war. With Seventeen switching to “digital-first,” the teen print magazine heyday is ended. Corporate teen publications, with the exception of Seventeen special issues, are no longer released.
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Our Evolution
From social concerns to crucial life advice, Seventeen has been guiding a real conversation with a growing audience. We are a resource and an ally for teenagers and young adults. Our attention has been on the brand’s over two million unique visitors and more than 12 million social media followers as we continue the digital-first strategy we started in 2015. Cross-platform brand alignment is being embraced by our teams, which has encouraged even more idea exchange, ambitious content creation, and the launch of smart business initiatives. To give our readers distinctive and useful experiences, we have blended editorial judgment with statistics about our audience.
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Timeline
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1944
1971
Late 1940s
First published in New York city and hit the news stands across
Joyce Walker became the first black model who was featured
Seventeen worked with the U.S. government to craft campaigns
the United States
on the cover
directed at women
1945
1949
Became a guide for manufacturers on how to fulful consumer demands
Seventeen magazine’s five year anniversary
2003
2012
The Hearst Corporation announces purchase of Seventeen magazine
Vowed not to alter images, and to celebrate every kind of beauty
1991
2018
TODAY
News Corporation bought Triangle in 1988 and sold Seventeen to K-III Communications in 1991
Ceased to regularly publish after 74 years
Based on its updated brand strategy, Seventeen repositions itself.
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Our Future
Sometimes, we are presented with an opportunity to expand or target a new market, and expand our product offerings. When that happens, it’s important that our new customers and prospects can connect with our brand. Keeping the soul of our brand alive, we would like to continue to support women in their growth and development in ways more suitable for the current generation.
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New Brand Mission Empower young women and encourage them to be aspirational so they can reach their full potential and have a substantial role in driving change.
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Brand Soul
We empower young women by fostering their self-esteem, encouraging their aspirations, and evolving alongside them.
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Where we’re going
The new Seventeen will not only help women be fashionable and appealing but also guide young adults as they navigate major milestones during this defining period in their lives. We intend to introduce excitement while young adults experience uneasiness, wide-open possibilities and confusion, new freedoms and new fears.
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Keywords
Empowering Seventeen has been helping young women recognize their power and make the world recognize it too. Nurturing Seventeen enables women and the next generation of leaders to recognize their potential and claim their authority in the workplace, in relationships, and in their personal life as they grow. Supportive Because Seventeen’s audience wants to see a brand that supports a cause, it has been crucial for us to be transparent about our beliefs and to support those causes alongside those who support us.
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Our Audience
The target audience for our brand is represented by fictitious people called audience profiles. Our brand approach is more suited to our customers’ demands and expectations thanks to customer personas. Our brand positioning, value proposition, messaging, tone of voice, and visual identity are all influenced by them.
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The Dreamer Adilah Fatima Age: 13 Occupation: Student Location: Henderson, Nevada
A. Adilah will be moving to a new school because she is going to start high school soon. A. Adilah likes to watch movies about growing up as a girl in America because she can relate to their experiences. B. Adilah wants to learn to understand herself better because she is now a teenager. B. She likes skateboarding because she wants to stay active. C. Adilah lacks confidence because of having unsupportive parents who do not believe she can succeed. C. She wants to study medicine because she aspires to become a pharmaceutical researcher. C. Adilah aims to go to university on a scholarship because of her family being in financial distress.
A: Navigate major milestones B: Stronger and sustainable development C: Raising aspirations
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The Free–spirited Teena Gupta Age: 24 Occupation: Musician Location: Jacksonville, Florida
A. Teena has recently moved to the US to learn music because she wants to learn about her passion and be more educated about it. A. She is finding it difficult to interact with the locals because she comes from a different cultural background. A. She wants to prove to her family that she can be successful doing what she does because she feels that her family does not believe in or support her goals. B. She wants to find a part-time job because she wants to gain professional experience while studying. B. Teena has been trying to learn Spanish because she wants to be able to sign in multiple different languages. C. Teena wants to write songs in english with indian classical music because she wants to showcase her culture through her art form. C. She aspires to do a world tour through her music one day because she feels that there are not many famous artists that she can relate to. A: Navigate major milestones B: Stronger and sustainable development C: Raising aspirations
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The Aspirant Sherry Yang Age: 17 Occupation: Student Location: Detroit, Michigan
A. Sherry does not have time to spend with her friends because majority of her time is occupied with school and helping her family. A. Sherry has recently started looking at college programs because she is graduating high school. B. Sherry wants to travel once every year because she wants to learn about different people and their cultures. B. She feels that nobody believes in her potential because her mother downplays her achievements. B. Sherry wants to learn about things that improve her quality of life because she wants to improve her standard of living. C. Sherry likes to read and watch entrepreneurs because she wants to help her family with growing their small business. C. She wants to get a Degree in Business Administration because she believes her family could benefit from having somebody help market their business better.
A: Navigate major milestones B: Stronger and sustainable development C: Raising aspirations
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The Communicator Briana Moore Age: 28 Occupation: Content Writer Location: Seattle, Washington
A. Briana feels that she has not gotten the promotions she deserves because men continue to overshadow women at her workplace. A. She feels that she has developed unhealthy eating habits because she has been constantly stress eating snacks while working. B. She enjoys spending time with her female friends because she finds that the bonds they form are stronger than any other. B. She wants to reconnect with friends from high school and university because she feels that she could still learn from people she has grown up with. B. She likes to make friends around the city like the barista or the cashier at the nearby grocery store because she enjoys conversations with strangers. C. She wants to start her own personal blog because she wants to create a platform to give voices to women. C. She likes to write poetry but has not published any yet because she does not want to face rejection from publications. A: Navigate major milestones B: Stronger and sustainable development C: Raising aspirations
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The Lifelong Learner Christopher Keane Age: 48 Occupation: Product Designer Location: Houston, Texas
A. Christopher wants to learn to contribute to his daughter’s growth with the little time he gets to spend with her because he has recently been divorced. A. He is looking to find new hobbies because he has more time to himself than he did while he was married. B. He enjoys going to museums with his daughter because he wants to teach her about the history of the world. B. He has been spending more time with his friends who has children her daughter’s age so she can make new friends. B. Christopher has been trying to start learning a new language with his daughter so he can share a learning experience with her. C. He wants to encourage his daughter to pursue whatever it is that she desires when she grows up so she is content with her life when she is older. C. He does not question his daughter’s wishes because he wants her to continue to find things that make her happy.
A: Navigate major milestones B: Stronger and sustainable development C: Raising aspirations
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The Determined Mubanga Mhata Age: 35 Occupation: Banker Location: San Francisco, California
A. Mubanga has some anxiety about her new workplace because she is starting her new job as a banker. A. She wants to teach her daughter about navigating through life as a woman because she does not want her daughter to face the same struggles she experienced. B. She enjoys doing yoga with her friends as she finds that it gives her peace of mind because she is exhausted from taking care of her daughter and her job as a single mother. B. Mubanga likes to be friends with people older than her because she finds that she learns more from their experiences. C. Mubanga wants to be successful and give her daughter a good life because she does not want her daughter to feel that she is missing a parent in her life. C. She wants to become the manager at the bank she works at because she knows she has the potential to handle a job that requires more responsibility. C. Mubanga wants to get a masters degree because she wants to educate herself more about what her industry is about. A: Navigate major milestones B: Stronger and sustainable development C: Raising aspirations
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The Acquisitive Leo Chung Age: 32 Occupation: Real Estate Agent Location: Orange County, California
A. Leo finds himself drained after a work day because he wanted to learn bartending for a professional career in the field. A. He has been wanting to get married to his girlfriend because they have been together for 6 years. B. Leo has been trying to communicate better with his girlfriend so he can further develop their relationship. B. Leo has been actively trying to workout to stay healthier. C. Leo wants to focus on building his career so he can be financially ready to support a family. C. He wants to start taking classes on bartending because he has a passion for it and would like to experience what it is like. C. He wants to invest in buying a house because he no longer wants to pay rent for a place that will never be his own.
A: Navigate major milestones B: Stronger and sustainable development C: Raising aspirations
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The Visionary Vince Garcia Age: 35 Occupation: Artist Location: Chicago, Illinois
A. Vince has recently quite his job as an illustrator to fully focus on being an artist and work on his paintings. A. Vince intends to move because after quitting his job he is financially struggling. B. He wants to start traveling to other countries because he wants to see art museums and historic buildings around the world. B. He wants to take up courses and learn about growing as an artist from a business person’s point of view. C. Vince wants to open his own art gallery and display his work for people to come see and purchase in person. C. He wants to grow on social media because he wants to reach a larger audience. C. Vince wants to work with interior decoration companies so he can sell his artwork to people decorating their homes.
A: Navigate major milestones B: Stronger and sustainable development C: Raising aspirations
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Who we were
Current As the top-selling teen fashion magazine, Seventeen has been a source of inspiration for young girls. We have been their best friend, providing guidance on how they can appear their finest.
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Who we will be
Aspired Seventeen is on a mission to encourage women to believe in themselves, be aspirational, and chase their dreams. We aim to inspire young women to explore ways to grow and develop.
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Competitors
Finding a gap in the market and understanding the strengths and weaknesses of our competitors in compared to ourselves are crucial. This will enable us to see how we might improve our own corporate strategy.
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Current Competitors
Women’s magazines provide readers with entertainment and education, assist in building and maintaining consumer goods mass markets, and offer a distinctive window into women’s and consumer culture. To understand where we stand, it is critical to evaluate our existing competition.
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Cosmopolitan Obtain your style repair or exclusive
Marie Claire The magazine that women turn to for
suggestions from your much-loved celebrities, it’s all right here in Cosmo publication - aiding you to live your
information on fashion, style, hairstyles, beauty, womens issues, careers, and health.
best and most exciting life!
Elle
Glamour
It covers all of your significant designing requirements with the very best guidance, overviews, and tips - giving you an upgraded road style you can feel great concerning.
The magazine is a source for what matters to women now, from outfit ideas and makeup tutorials to celebrity news and politics.
Vogue The fashion magazine that has actually indisputably made its mark on history and also the future of the fashion busi-
Allure New hair ideas, makeup looks, skin-care advice, top beauty products and tips, trends, and more from Allure—the first and only dedicated beauty magazine.
ness as a whole.
Harper’s Bazaar America’s oldest fashion magazine. Discover the latest and greatest in the fashion world, from what’s hot to what your favorite celebrities are wearing.
Woman & Home They commemorate this feeling whole-heartedly via its wonderful material that covers subjects of style, charm, health, food, family members, travel, and connections.
Women’s Health The magazine offers you the excellent amount of inspiration you need to be
InStyle An American style elegance, celebrity, as well as make-up way of a living publi-
the ideal version of you.
cation released by Time.
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Adjacent Competitors
Numerous more businesses exist with the aim of entertaining women. Understanding what they do and how we differ is crucial.
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Lifetime An American basic cable channel that is part of Lifetime Entertainment Services featuring programming that is geared toward women or features women in lead roles.
Buzzfeed An American Internet media, news and entertainment company with a focus on digital media.
TLC Offers educational programs though more and more of its programming began to be devoted to niche audiences for shows regarding subjects like home
Poor Little Girl This blog focuses on fashion advice for petite women while also giving tips on how to be stylish without breaking the bank.
improvement, arts and crafts, and crime programs.
Pop Sugar A global lifestyle media brand with content encompassing entertainment, style, beauty, wellness, family, lifestyle, and identity.
Lindsay Silberman She writes content about many different topics, including how to look stylish and be comfortable, in one of her articles she details the comfiest shoes for standing all day.
Cup of Jo Covers various interesting topics like fashion, beauty, books, food recipes, relationships, career, travel, etc., making it a one-stop platform for all women who want to get the best out of their lives.
She Began She Began was created in 2016 with a goal to produce engaging content while focusing on women’s issues. This blog covers things like beauty, fashion, health, recipes, relationships and more!
StyleCraze One-stop platform for women looking for fashion, beauty, and style ideas. You will find valuable content on wellness, relationships, and DIY projects on the site to make your life colorful.
The Golden Girl Jess decided to make an online space for “imperfect women” so that women can feel comfortable visiting her blog without feeling like they need to compare themselves to her.
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Aspirational Competitors
The new Seventeen will inspire women to set high goals and look for sustainable growth and development. The same services are offered by numerous other companies. In order to understand what we can do differently, it is crucial to understand what these companies are already doing.
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GirlBoss GirlBoss is one of the best blogs for women that aims to help them succeed
Goldman Sachs 10000 Women It’s thriving network of over 100
personally and professionally and rede-
academic and non-profit centers that come together to give the requisite
fine success in their own ways.
tools and training to women business owners.
Marie Forleo Marie Forleo, the founder of this inspiring female blog, will ensure that you get a regular dose of motivation and ultimately be the person you want to be.
Xo Necole One of the best women empowerment blogs that focuses on promoting pos-
Association of Women’s Business Centres The WBCs provide training, mentoring, business development and financing opportunities to see many women through success in business every year.
Strong Women Strong Girls They champion the aspirations and potentials of girls by connecting three generations of women through mentor-
itive images of females. From beauty, relationships, fashion, travel to career, the website will educate, inspire and
ship. They share stories, skills, and work to build a pipeline of diverse leadership
empower you.
to transform opportunities.
LH Agenda This is an online community that
Dress For Success They help women by providing a net-
focuses on making leaders for tomorrow. LH Agenda believes that becoming the leader of your own life
work of support, professional attire, and development tools to thrive.
will allow you to do what you love the most.
Women’s Health Network of 50 women investors whose mission is to focus on the holistic entrepreneurial support for women. With a keen spotlight on early investment edu-
Step Up They empower their participants to take action to graduate high school on time as a confident, college-bound, career-focused young woman.
cation, they train women investors and aspiring women founders of startups.
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Brand Attributes
Positive words Encouraging
Scandalous
Glamorizing
Aesthete
Guide
Narcissistic
Cheerful
Pretentious
Proud
Obsolete
Neutral words
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Negative words
Words we aspire to “own”
Feminine
Empowering
Entertainment
Comforting
Influential
Assuring
Fashionable
Optimistic
Popular
Aspirational
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COLOPHON Typography Brother 1816 Magneta Photography Unsplash Adobe Stock 48
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empoweringyoungwomen.net 50