flair Cretive diretor Executive Producer Photo Director Producton Director
Dayna Hazime Tereza Prochazkova Katarína Horansá Anna Rátkai
EDITORIAL OFFICE Team Bananas (Group 6)
Birk Centerpark 5 , 7400 Herning +45 86753876 | flair@flair.com www.flair.co.uk
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Issue 1 5 Editor’s Note 6 Contributors
Strategy
8 Value prosition 9 Brand mantra 10 Positioning 11 Differentiation
Brand Elements
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12 Logo 16 Typography - Print 18 Typography - Online 20 Colors 22 Mission 24 Tagline 25 Identity 26 Backdrops
Touchpoints
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30 Website 32 Instagram 33 Application 34 Favicon
Editor’s Note THIS MONTH IS THE DAWN OF A NEW DAY
Well hello there! Welcome to the fabulous world of Flair. We’re the happy, bold and beautiful women behind the scenes of the freshest fashion platform. We believe in the power of fashion and women regardless of their age. Flair represents a collective for the world of fashion, beauty and lifestyle - something that we’re excited to be a part of and share! The launch of the magazine is as exciting as it is stressful. And here’s the cliche tale of how the journey had many ups and downs - but fair enough, we arrived at our first issue! As Flair grows, so will the opportunity to work with even more inspiring and wonderful women. It’s incredibly exciting to be part of a magazine that encourages, enter-
tains and excites. It’s a chance to break through the boundaries and challenge stereotypes, with style course! This issue delves into the inspiration, the target, the goal and each tool used along the way. Each element holds importance to who we are and what we want to do. We’re happy to present to you sneak peaks, insights and backstage work of Flair’s building blocks.
It's a pleasure to meet you 5 | Flair
Contributors
a n i r a t Ka
Born in a small town in Slovakia,1996. My whole life I have been fascinated with successful women and I knew that I want to become one. My biggest inspiration is my mother who has her own business. Since childhood, I was fascinated by the way she ran things and later on, I realized I wanted to develop the sense of responsibility, leadership skills and preciseness I inherited from her. That is why I took the opportunity to study Branding and Marketing management at VIA University College. I am trying to live my life to the fullest and I take every opportunity I get to fulfill my dreams. And most of all, have fun. If I could describe myself in a few words I would say: “I am just a girl that is in love with the world”.
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a z e r e T I was born and raised in Prague, CZ and after spending 19 years living at a same place, I told myself that I need a change. So that’s how the idea to study in a foreign country was born. Around that time, I also met one French boy and fell in love, which made my life even more complicated. Now I live and study in Denmark and I have no idea which country should I move to next. I love reading, traveling, sports and lazy Friday nights at home.
na y a D Citizen of the world, making a home everywhere I go. Twenty years young and full of energy, I’m always ready to take on a challenge. Passionate about my dreams and driven to achieve them. Creating balance through yoga; because sometimes you have to get upside down to see things differently. Learning and laughing everyday.
a n n A I’m Anna Rátkai, born and raised in Hungary. Currently I’m living in Denmark, studying branding and marketing. My job title at the moment is: self-development expert in the field of motivation. I’m open minded crazy cat lady living a healthy lifestyle.
s u o l u b a f e Th r u o f
„
KENKYUSHA
REMEMBER THAT YOU’RE NOT DOING IT FOR MONEY
„
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Who said it was okay to discriminate against the elderly? We are joining the force against ageism! We’re talking a stand in society to show the beauty and importance of each woman as she grows with age.
Old is gold and silver is sexy, that’s what Flair is here to prove. We want to embrace femininity by celebrating women at all stages and ages of their lives. Connecting generations allows us to connect more people with a common passion and common understanding that style strikes at any age. We’re on a movement into the light, creating inclusion and visibility to all those who feel left in the dark. We want to know you! We value strong relationships and we want to get involved with real people and real stories.
“And the beauty of a woman, with passing years only grows!”
-Audrey Hepburn
We value people. We value the light and passion individuals bring. This is something we care about sharing.
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Value
PROPOSITION
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POSITION
G
etting down to business, Flair’s biggest challenge are all the competitors. It’s a big market, but we’re ready to shine! Okay, we’re taking baby steps - in a gorgeous new pair of shoes. To achieve big, we believe you have to dream big. That’s what’s driving Flair to climb it’s way to the catwalk with top-named brands in the fashion magazine industry. Content-based, fashion-obsessed and socially motivated.
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We’re hitting a lot of middle grounds, yet we’re the opposite of mediocre. We’re targeting the young and the old and everybody in between. We’ve got fashion pieces, but we’re not editorial. We’ve got juicy stories but we’re not a glossy. We’ll provide inspiration but our inspiration is our readership. We print for the traditional and we host a website and app for the tech-savvy. We’re feature dimepieces, but we wont sacrafice your handbag budget.
Another magazine; more fashion
editorials, more beauty tutorials, more lifestyle segments and more healthy recipes. Fair enough, we’ve got all those elements (and more) - so won’t we just blend into the crowd? What makes us different? We don’t segment our target market based on age demographics! Take a look at these show-stoppers! How often do these graceful dames get to grace the covers of magazines or fashion photoshoots? Good question, right? Well that’s what Flair is on a mission to change. We create content relevant and interesting for the twenty five year old hipster as the retired art teacher and every lady in between. We’re creating a movement away from age segmentation.
Flair is a magazine for the people, by the people. We want it to be something you as a reader can feel inclu ded and see yourself in. Maybe you’ll even collaborate with us one day, too. Connection with our readers is vital to keep the magazine alive and in the right direction. We’re fun! We celebrate life! We want you to, too! The vibe of the magazine represents the vibe of the company. We’re here, we’re happy and we’re driven.
Now tell me what it is that makes
flair DIFFERENT?
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Be bold, be beautiful... just like our logo. Our logo is like our reader; beautiful, chic and not at all boring. We prefer curves and boldness over skinny. The logo will be used on the cover of our magazine as well as on the website, our promotional materials and on social media. The basic color is black, but each month we will select a color that suits us best so that we can express our personality. Because no, our soul is not black like our morning coffee.
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Do’s and Dont’s Let’s say that our logo has a dress-code. As you might not wear leggings and flip-flops to a formal dinner-party, we don’t want our logo to be dressed inapropriately either. As a fashion magazine, we believe that you can express your soul with your style, so wear what the hell you want and rock it, girl! But we still want our image to be Flair. Therefore we have some rules on how our logo should look like.
Our logo should be visible when used on an image background and never cover faces.
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We would like to avoid crazy colours and crazy combinations. Keep it subtle.
Don’t tilt, don’t flip it around. Keep it straight.
No additional effects are welcome. No drop shadows, textures etc.
Change colours according to the colour palette, keep it simple.
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Typeface- Print To make the reading experience as easy for your eyes as possible, we chose Minion for the printed version of the magazine. For titles and subtitles, we recommend using Minion in bold.
Aa Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,;?!$&@*) 0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,;?!$&@*) 0123456789 16 | Flair
ageing is not lost youth but a new stage of opportunity and strength
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Typeface- Online For the website of our magazine and our app in the future, we prefer using sans serif font called Montserrat. For titles and subtitles, we recommend using Montserrat in bold.
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,;?!$&@*) 0123456789
Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,;?!$&@*) 0123456789 18 | Flair
live your life and forget your age
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Colours 20 | Flair
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OUR MISSION is to eliminate age as a limitation factor from the fashion scene and inspire women to blossom
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„inspire style”
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Life is too short to wear boring colors. From LindaRodin’s skincare line Olio Lusso. Five brillliant clolors containing the blend of 11 signature oils, subtly redolent of jasmine and neroli, to create a beautiful texture that’s creamy and matte.
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White is sexy
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“In the history of the world, we have left our footprints by our unique stories...�
Our Website We created our website as a tool to approach our customers through a digital platform. As in the paper magazine, we are serving inspiring content. Apart from variety of articles about fashion and lifestyle, Flair also shares creative DIY videos to keep our readers entertained. In the history of the world, we have left our footprints by our unique stories and Flair believes in the uniqueness of every person without any restriction. In a section called #FlairPeople we interview inspiring people from all over the world and encourage them to tell us their story. 30 | Flair
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Our Instagram
Flair is using an Instagram account as the main social media platform. We believe that Instagram is the most powerful way to create a strong network and community. That is what we are trying to do. Our main goal within Instagram is to spread the message, play with the visual communication and share the latest trends from fashion and lifestyle industry. We want to challenge and interact with our readers using several tools (hashtags, giveaways etc.) in order to build a strong relationship. 32 | Flair
Our App Our upcoming app is the easiest way to follow the most recent updates from Flair magazine. In Flair we believe that the world would be soooo boring if people would be monotonous- we prefer a strong passion. Doesn’t matter if you are a pure fashionista, traveler or healthy lifestyle guru, Flair has it all. With just one click and really easy access to the area you are interested in. Getting inspired has never been easier.
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Our
avicon As John Wooden said; it’s the details that are vital. Little things make big things happen. And we cannot agree more. We are aiming to make our concept as visually recognizable as possible. We don’t want our reader to get lost on the half-way to our webpage only because the road signs are not properly marked.
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COMING SOON 35 | Flair
flair up
and fight ageism with us!