[Student Project] Visual Strategy Guide: Seventeen (GR604)

VISUAL STRATEGY GUIDE

A rebranding project of Seventeen teen magazine

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01 Visual Strategy Guide

A rebranding project of Seventeen teen magazine

Published by Wei (Stacy) Huang, 2019 For the Academy of Art University MFA Graphic Design Course: GR 604 Nature of Identity, Spring 2019

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Contents Our History

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Timeline

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Our Rebirth

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Our New Mission

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Keywords

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Past&Future

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Personas

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Current Competitors

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Adjacent Competitors

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Aspirational Competitors

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Our Competitors

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Brand Overview

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If you want to solve the world’s biggest problems, invest in women and girls.

—Dr. Musimbi Kanyoro President and CEO of Global Fund for Women, one of the world’s leading publicly-supported foundations for gender equality

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Brand Overview

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Our History

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Timeline

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01/1 OUR HISTORY

Seventeen is an American magazine for teenagers. It was the first teen magazine established in the United States. The magazine's reader base is 10–19 year-old females. It began as a publication geared towards inspiring teen girls to become role models in work and citizenship. Soon after its debut, Seventeen took a more fashion and romance-oriented approach in presenting their material, while still maintaining their model of promoting self-confidence in young women. It was first published in September 1944 by Walter Annenberg's Triangle Publications.

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Seventeen was the first teen magazine established in the United States.

fig.1 (left): Seventeen cover, 1944. fig.2 (right): Corinne Day, Kate, 1990.

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Overview

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It began as a publication geared towards inspiring teen girls to become role models in work and citizenship.

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fig.3: Ellen L.

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Soon after its debut, Seventeen took a more fashion and romance-oriented approach in presenting their material, while still maintaining their model of promoting self-confidence in young women.

fig.4: Seventeen cover, 1950.

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Early History

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Seventeen ‘​s first editor, Helen Valentine, believed it was necessary for the teenage girl to gain some respect in the real world by providing her with a source that would help her acquire understanding of the ways she could make a name for herself in society. Soon enough, it became evident that Seventeen would become a major catalyst in the role that teens have played and continue to play in the consumer market and pop culture. The concept of “teenager” as a distinct demographic segment of the population was a relatively new idea at that time. In July 1944, King Features Syndicate began running the comic strip Teena, created by cartoonist Hilda Terry, in which the trials and tribulations of a typical teenager’s life were portrayed, and Teena ran in newspapers all over the world for 20 years.

fig.5 (left): Teena cover, 1949-1950. fig.6 (right): Teena, 1956.

After Seventeen was launched in September 1944, Estelle Ellis Rubenstein, the magazine’s promotion director, used Teena as a marketing tool to introduce advertisers to the life of teenage girls and to encourage advertisers to buy space in Seventeen. The magazine surveyed teen girls in 1945 and 1946 to establish a set of demographics that could help them understand how a girl could benefit most from the articles. Its ability to act as a major source of advice for many different aspects of a teenage girl’s life helped promote Seventeen’s stance in the business world, as well as in the world of a teenage girl. Today, it is equally as evident that the magazine serves a greater purpose than simply being a form of literary entertainment, for it also promotes self-confidence and success in young women.

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Today, it is equally as evident that the magazine serves a greater purpose than simply being a form of literary entertainment, for it also promotes self-confidence and success in young women.

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01/2 TIMELINE

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Where we have been through the years.

The timeline shown below maps out past milestones and future projections.

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1 97 1 PREVIOUS PAGE: fig.7 (left): 90s teens. fig.8 (upper right): Larry Clark, Untitled, 1993. fig.9 (bottom right): Two teen girls.

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Seventeen was launched.

The magazine surveyed teen girls in order to better understand the magazine’s audience. The magazine became an important source of information to manufacturers seeking guidance on how to satisfy consumer demand among teenagers.

Sylvia Plath submitted nearly fifty pieces to Seventeen before her first short story, “And Summer Will Not Come Again”, was accepted and published.

Joyce Walker became the first black model to be featured on the cover of Seventeen magazine.

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1991

In the early 1980s, Whitney Houston was also featured on the cover of the magazine.

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Re-branding of Seventeen’s new vision of promoting self-confidence in teen girls, and expand the magazine-only brand into some new realms such as products, services, education, co-branding, experiences and events.

News Corporation sold Seventeen to K-III Communications (later Primedia).

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Primedia sold the magazine to Hearst in 2003. Seventeen remains popular on newsstands today despite greater competition.

Writer Jamie Keiles conducted “The Seventeen Magazine Project”, an experiment in which she followed the advice of Seventeen magazine for thirty days.

In response to reader protests against the magazine’s airbrushing its models’ photos, Seventeen ended its practice of using digital photo manipulation to enhance published photographs.

It was announced that Seventeen’s print edition would be reduced to special stand-alone issues.

fig.10 (upper left): Sylvia Plath. fig.11 (bottom left): Joyce Walker, Seventeen cover, 1971. fig.12 (upper right): Whitney Houston, Seventeen cover, 1980.

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Our Rebirth

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Our New Mission

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Keywords

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Past&Future

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Personas

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OUR NEW MISSION

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Why building confidence is important for teen girls?

Confidence helps teen girls make safe, informed decisions. Confident teenagers can avoid people and situations that aren’t necessarily right for them, and find those that are.

If a teen girl is confident, she’s also more likely to be assertive, positive, engaged, enthusiastic and persistent. When a girl lacks confidence, she might expect to fail at things she tries, or she might not try as hard when things get tricky.

Help teen girls overcome difficulties and build self-confidence.

Re-branding Objective

The old Seventeen helps encourage young women through nothing more than a printed magazine. The new Seventeen, in collaboration with schools and universities, will retain this spirit of resourcefulness, confidence and hopefulness extended into educational workshops and classes, along with offering additional services.

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fig.13: Back view of three girls.

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02/2 KEYWORDS

In keeping with our re-branding objective, we set three keywords as core to help our brand expand in the future. When considering Seventeen’s future, it’s always crucial to keep our keywords in mind.

To help teen girls gain wisdom of life and avoid unnecessary troubles.

To help teen girls clear away barriers on the road to growing up.

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Confidence

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Resourcefulness

Hopefulness To help teen girls think positively by supporting them both mentally and physically.

fig.14: Three girls are laughing.

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Our Past

Before the re-branding, Seventeen was all about magazine for teen girls to read. The brand was fashion-oriented, entertaining and girlie. It targeted teens girl who like to date with boys, discuss gossip and have fun.

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PAST& FUTURE

fig.15: Chair fig.16: Object fig.17: Architecture fig.18: Texture fig.19: Person fig.20: Animal fig.21: Drink fig.22: Activity 17 15 19

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Our Future

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The new Seventeen aims to cultivate teen girls to be resourceful, confident and hopeful.

We want to help teen girls address their problems and overcome with them from all aspects of their puberty life, and build their self-confidence accordingly.

fig.23: Object fig.24: Texture fig.25: Activity fig.26: Architecture fig.27: Person fig.28: Drink fig.29: Animal fig.30: Chair

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With the new vision, it is important to establish types of individual who will form our audience. We used a technique that employs fictitious users to guide decision making regarding features, interactions, and aesthetics. Personas involve the creation of profiles for a small number of archetypal users, each profile presenting a composite of a subpopulation of users. Using personas in the design process helps us to define and prioritize requirements.

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4 The Target Audience

The Outlier

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The Awkward Teen 3

The Dedicated Bookworm

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The Knowledgeable Mom

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The Inactive Newcomer 6

The High School Librarian 8

The Cheerful Fashionista

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The Single Dad

The Lonely Outcast

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fig.31: An AfricanAmerican girl.

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The Awkward Teen

Amanda Denson 1 3 / F / Afr i can -A m e r i can / B osto n , M A

L I F E STAT U S

2nd year at Middle School.

CURRENT S I T UAT I O N

Worried about her body’s changes and feels different about boys.

G OA L

She is worried about her body’s changes since she doesn’t know how to deal with them.

Often she posts her confusion on a teen’s online forum because she wants to get help from peers.

She starts to notice some teen-related articles and magazines because she wants to get some more information about puberty.

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She wants to ask her mom how to deal with her first period, but she is too shy to speak out, and is trying to find another way to receive advice.

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MORE ABOUT HER

Be comfortable with her body’s changes and make some newer male friends.

One of her friends has fallen in love, which has affected her a lot since she also wants to fall in love and see how it feels.

She notices that she always wants to draw boys’ attention, since she is starting to have different feelings about boys.

She is trying to make some male friends because she is bored socializing with girls all the time.

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fig.32: An European American girl.

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The Lonely Outcast

Jade Roy 1 5 / F / E u ro pe an A m e r i can / Tre n to n , N J

2nd year at Middle School

CURRENT S I T UAT I O N

Has a secret with her sexual orientation.

G OA L

Find a Teen LGBT Community.

MORE ABOUT HER

She always refuses her friends’ invitations to go the prom since she feels embarrassed and not interested in it at all.

She is afraid to tell her secret to her best friends because she fears they would stop being friendly with her.

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She wants to be honest with her family about her real sexual orientation, but she fails every time because she doesn’t have enough support and encouragement to share her secret.

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L I F E STAT U S

After she noticed that she only has feelings for other girls, she feels anxious and can’t sleep at night because she feels she is alone, and has no one by her side.

She wants to find a teen LGBT community to give her support and help with her confidence because she doesn’t want to face this issue alone.

Her performance at school has declined continuously because she cannot find a sense of belonging at school due to her emotional issues.

She starts to become sensitive and fragile, since she is afraid that her secret has been exposed.

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fig.33: A HispanicAmerican girl.

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The Dedicated Bookworm

Amy Carbajal 1 6 / F / H i s pan i c -A m e r i can / Pi ttsbu rgh , PA

L I F E STAT U S

2nd year at High School.

CURRENT S I T UAT I O N

Not very good at dressing herself and is always laughed at by her peers.

Use reading as a way to escape current school life.

MORE ABOUT HER

She loves to use reading to escape real life, since she is always laughed at by her peers.

She likes to read different teen magazines because she feels they are right up her alley.

She can be inspired by some characters in the stories when she encounters the same situations as the people in her life, but she still needs more encouragement to face her current situation.

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When she reads, she feels like she can be part of the story and live in someone else’s world, as she is afraid of facing her real life.

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She will not lend any of her books to anyone because she views her books as her whole mental world, and doesn’t want to allow anybody to ruin it.

Books are her best friends because she can feel a sense of security, but sometimes she feels lonely and would like to make some friends among her schoolmates.

Her writing skills are much higher than her verbal skills, since she is not willing to communicate with others that much, but she wants to improve her verbal skills to socialize with her peers.

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fig.34: A Chinese girl.

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The Inactive Newcomer

Yue Cheng 19 / F / China / Seattle, WA

L I F E STAT U S

An international student in College.

CURRENT S I T UAT I O N

Feels isolated in the new culture and new country.

G OA L

She has tried to stay in her comfort zone since coming to the US because she is not brave enough yet to get outside of it.

Every time when she sees a group of peers talking to each other during the break, she wants to join the talk, but she stops because she is unfamiliar with the trendy topics they are talking about.

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She is now a sophomore at school, and still doesn’t know how to get along with classmates because she doesn’t know that much about American culture.

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Build a circle of friends in her new environment.

She realized that she needs to make some positive changes but doesn’t know where to start with it at all because she can’t find helpful resources.

She goes to the bookstore sometimes because she hopes to find a book which could give her some advice about how to make new friends in her new environment.

She is looking to find someone who could give her some constructive and useful suggestions since she longs to talk about her difficulties with someone who cares about her.

She likes to do some fun quizzes after school because they can help her forget her unhappiness.

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fig.35: A helpless single dad.

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The Single Dad

Jason Mills 4 5 / M / A m e r i can / S al e m , OR

Single dad of a 16-year-old daughter.

CURRENT S I T UAT I O N

Doesn’t have a good relationship with his daughter.

G OA L

Find a solution for his daughter’s rebellion.

MORE ABOUT HIM

He is mad at his daughter because she stays out late on weekends and he worries about her safety.

He notices that his daughter is falling in love with a guy, and he is worried about it so much because he is afraid that she could be hurt.

He researches some articles online because he wants to get some hints about how to deal with a rebellious teen girl.

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He tries to talk to his daughter every night, but he fails because she is not interested in what he is talking about.

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He wants to fix the relationship with his daughter because he loves her so much.

He often reads teen magazines because he wants to find common topics with his daughter.

He talks to his daughter’s teachers once a week because he wants to know about her performance at school.

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fig.36: A librarian.

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The High School Librarian

Paula Howard 4 6 / F / A m e r i can / M i n n e apo l i s, M N

L I F E STAT U S

Be responsible for picking good teen magazines for students.

CURRENT S I T UAT I O N

Picking the right teen magazines for students.

G OA L

She reads every magazine carefully to be sure students can benefit from it.

She knows a lot about teens, since she reads teen magazines a lot.

She is willing to share what she reads with students because he likes to talk to them and help them solve various problems.

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She always asks students for feedback regarding the books and magazines she picks, since she wants to make certain that the publications are addressing the student’s interests.

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MORE ABOUT HER

Let every student benefit from the magazines she choses for the library collection.

She keeps herself up with trends by reading teen magazines so that she can always be young at heart.

She also feels excited about getting some useful suggestions from the magazines because she can share these with her high-school daughter.

She likes her job because she feels she is supporting the young generation’s growth in a special way.

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fig.37: A knowledgeable single mom.

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The Knowledgeable Mom

Mary Smith

4 0 / F / A m e r i can / Ph o e n i x , A Z

L I F E STAT U S

A single mom of a 15-year-old girl.

CURRENT S I T UAT I O N

Very focused on raising her daughter in a supportive environment.

G OA L

Besides work, she pays all her attention on her daughter’s growth since she wants her daughter to have a bright future.

She regularly talks with her daughter in order to see how her daughter’s life is going, and often lends support and advice.

She sends her daughter to dance classes after school, since she wants her daughter to become more confident and elegant.

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Whenever her daughter runs into a problem, she is ready to help because she doesn’t want her daughter to be disappointed with her.

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MORE ABOUT HER

Cultivate her daughter to be a confident person just as she is.

During the weekend, she likes to have her daughter attend different kinds of activities, since she wants her daughter to make more friends.

She always encourages her daughter to help others at school because she wants her daughter to be somebody who can be relied upon.

Once, when her daughter had a show at school, she went there and gave her daughter big applause, since she wants her daughter to feel a sense of achievement.

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fig.38: A freshman.

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The Cheerful Fashionista

Julie Flores 1 8 / F / A m e r i can / N ew Yo r k , N Y

A freshman in college.

CURRENT S I T UAT I O N

Crazy about beauty and fashion.

G OA L

Gain confidence by flawless makeup.

MORE ABOUT HER

She desires to buy all of the latest beauty products because she believes all of the commercials that she has seen on the internet.

She values outside beauty over inner beauty because she believes people will initially be attracted to her nice appearance rather than her personality.

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She spends at least one hour on makeup everyday to make sure that she looks perfect enough to go out.

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She would never go out without makeup because she feels only makeup can give her enough confidence.

“Knowledge is not as important as beauty” is her personal slogan, and she is willing to practice this principle in her life.

Even though some of her friends who are trying to persuade her that her mindset is not correct, she doesn’t care about it because she just believes what she believes.

She often throws away all of her old cosmetics when she buys a lot new stuff, since she doesn’t have enough space to store them.

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Our Competitors

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CURRENT COMPETITORS

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Current competitors for Seventeen are other teen magazines. What makes Seventeen different from competitors is that it is not just focused on topics teens are interested in, such as pop culture and make-up, but also promotes self-confidence in young women.

Bliss 1995–Present

Dolly

Dolly is aimed at teenage girls (13–17 age

1970–Present

group) and covers celebrity news and gossip, fashion and beauty and various feature articles attractive to female teenagers and dealing with issues that are faced by this age group and gender.

Girlfriend

Girlfriend empowers the next generation of females to feel amazing in their own skin and confident to smash their goals.

1988–Present

Teen Ink 1989–Present

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Bliss aimed at 14 to 17-year-old girls. The content covers candid celebrity gossip, latest fashions, hair and make-up looks, a problem page on puberty, boyfriends, friends and sex, interview with the female celebrity cover girl, entertainment reviews, romance advice, psychology for friendships and real-life stories.

Teen Ink is devoted to helping teens share their own voices, while developing reading, writing, creative and critical-thinking skills.

Girls’ Life 1994–Present

Elle Girl 2001–Present

Girls’ Life contain information and advice on topics such as fashion, cosmetics, hairstyles, relationships, peer pressure, time management, stress-relief, and self-esteem. Girls’ Life website hosts a penpal program, games, and discussions. It is considered safe for younger girls, around age 12.

Brio

Elle Girl is the younger sibling to Elle magazine, and similarly focused on beauty, health, entertainment and looked at daring fashion—its slogan: “Dare to be different”.

Teen Vogue

1990–2009, 2017—Present

2003–Present

Brio is an American teen magazine which aimed at teen girls, and presented topics typical of other teen magazines (fashion and beauty tips, music, and culture) from an evangelical Christian perspective.

Teen Vogue is the young person’s guide to conquering (and saving) the world. It covers the latest in celebrity news, politics, fashion, beauty, wellness, lifestyle, and entertainment.

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Cosmo Girl 1999–2008

1988–1996

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Sassy

Cosmo Girl was the teenage spin-off of Cosmopolitan magazine, it targeted teenage girls and featured fashion and celebrities.

Sassy is a defunct teen magazine, aimed at teenage female fans of alternative and indie rock music.

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ADJACENT COMPETITORS

Beauty&Fashion

Pandora 1982–Present

Pandora’s mission is to inspire every woman to feel creative in her self-expression, and continually develop our jewellery portfolio in keeping with our core values of affordable luxury, contemporary design and personal storytelling.

Adjacent competitors fit in the category of brands that focus on promoting self-confidence in women in all aspects of life.

Coty

Too Faced 1998–Present

Coty believes beauty should make you feel happy, never sad. Beauty should be fun, joyful and give you confidence. Coty’s purpose is to Celebrate and Liberate the Diversity of Your Beauty.

Too Faced’s vision was to create a makeup line that would celebrate individuality and inject joy back into an industry that had become rigidly led by rules, not fun.

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1904–Present

Kate Spade 1993–Present

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Kate Spade has always stood for optimistic femininity. To Kate Spade, modern, sophisticated colors make a personal style statement all their own. The style is synonymous with joy.

Mind&Body Fitness

Feminine Care

ACE

ACE stands out from other certifiers because we run programs and initiatives and apply our own efforts to bring to life the mission of getting people moving.

Always

Girl Ventures inspires girls to lead through outdoor adventure, inner discovery, and collective action. We believes in practicing radical inclusivity.

Tampax

Club Sport fitness programs, geared for kids 12-17 years old, are a healthy outlet that sharpens their bodies and minds while directing them toward a positive lifestyle.

Vagisil

1985–Present

Girl Ventures 1997–Present

1974–Present

Tampax is committed to empowering women around the world to be happier, healthier, and more confident. Our programs are designed to start and support an open dialogue about puberty to help girls better understand their health.

Vagisil’s mission is to create a more open platform to talk about the vaginal health topics that many women say they are uncomfortable discussing. To help inform, educate, and reduce the shame that still exists around vaginal health issues.

V I S UA L ST R AT E GY G U I D E

1998–Present

1931–Present

The Always Puberty and Confidence Education Program has helped girls, teachers and parents for more than 30 years by providing free educational resources and samples that help girls understand the changes they will go through during puberty and how to cope with them.

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Club Sport

1983–Present

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ASPIRATIONAL COMPETITORS

Resourceful Organizations

TED 1984–Present

TED is a global community, welcoming people from every discipline and culture who seek a deeper understanding of the world. We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.

Aspirational competitors for Seventeen worth analyzing after the rebranding and repositioning of the brand, are brands that focus on resourcefulness, confidence and hopefulness.

Wikipedia SE V E N T E E N R E B R A N D I N G P R OJ ECT

2001–Present

SF Public Library

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1996–Present

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Wikipedia is a world in which every single human being can freely share in the sum of all knowledge. And we want to make it easier for everyone to share what they know.

SF Public Library is a place that welcomes and connects our community, which is a joy to work in and that celebrates knowledge and learning.

Educational Organizations

Counseling and Support Services

Step Up

Step Up propels girls living or going to school in under-resourced communities to fulfill their potential by empowering them to become confident, college-bound, career-focused, and ready to join the next generation of professional women.

NAMI

Kathleen has developed and delivered programs on the topics of self-esteem, leadership, attitude, stress management and the power of choice.

Teen mental health

Dale Carnegie change how people see themselves, so they can change how the world sees them, and that changes the impact they have on the world.

MHA

1998–Present

Kathleen Hassan 1998–Present

Dove SelfEsteem Project 2005–Present

Our vision is to help improve the mental health of youth by the effective translation and transfer of scientific knowledge.

2012–Present

1909–Present

Mental Health America (MHA) is the nation’s leading community-based nonprofit dedicated to addressing the needs of those living with mental illness and to promoting the overall mental health of all Americans.

V I S UA L ST R AT E GY G U I D E

1912–Present

NAMI, the National Alliance on Mental Illness, is the nation’s largest grassroots mental health organization dedicated to building better lives for the millions of Americans affected by mental illness.

VOL . 01 /

Dale Carnegie

1979–Present

Dove Self-Esteem Project is helping young people overcome body image issues and fulfill their potential by building positive body confidence and self-esteem

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Image Source

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Musimbi Kanyoro, To solve the world’s biggest problems, invest in women and girls, TEDWomen 2017.

fig.1

www.seventeen.com

fig.2

www.artsy.net

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i-d.vice.com

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www.historygraphicdesign.com

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flashbak.com

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comicbookplus.com

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www.topsimages.com

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www.artsy.net

fig.9

www.bustle.com

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www.poetryfoundation.org

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blog.finnfemme.com

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www.emaze.com

fig.13

Simon Maage, Unsplash

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Jessica Wilson, Unsplash

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Myke Simon , Unsplash

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Mikael Frivold, Unsplash

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bloomingtonarts.info

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www.davesamericanfood.com

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33giga.com.br

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Anders Jilden, Unsplash

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davismeansbusiness.com

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limoservicecoachella.com

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Nicole Honeywill, Unsplash

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Eye for Ebony, Unsplash

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kiki Wang, Unsplash

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Priscilla Du Preez, Unsplash

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Alexis Brown, Unsplash

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Giulia Bertelli, Unsplash

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Oliver Hae, Unsplash

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sean Kong, Unsplash

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lodder.club

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Bruno Aguirre, Unsplash

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Nathan Dumlao, Unsplash

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uploads.thealternativepress.com

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Oliver Schweizer, Unsplash

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Confidence in teenagers, raisingchildren.net.au, raisingchildren.net.au/pre-teens/development/social-emotional-development/ confidence-in-teens.

This book is a non-commercial project for educational purpose and is not intended to represent or replace the original brand.

Š 2019 Wei (Stacy) Huang

TYPEFACE

Gilroy

DESIGNER All right reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without permission of the copyright holder.

Radomir Tinkov TYPEFACE

Archer

DESIGNERS

Tobias Frere-Jones, Jonathan Hoefler

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Vol. 01 / Visual Strategy Guide

www.spark4tmr.com 62

COURSE

DESIGNER

The Nature of Identity

Wei (Stacy) Huang

INSTRUCTOR

Hunter Wimmer

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www.spark4tmr.com 64

COURSE

DESIGNER

The Nature of Identity

Wei (Stacy) Huang

INSTRUCTOR

Hunter Wimmer