The first magazine designed to inspire the ur-
ban African-American girl 18-24 to focus on their dreams.
Jazzy Project book “You are a diamond, so let it shine girl!�
TABLE OF CONTENT
Introduction
About Jazzy
0.1 Research
1.1 Creative Brief/ Strategy 1.2 Demongraphics 1.3 Target Audience
3.0 Creative Development
3.1 Moodboard 3.2 Webstie Development
3.3 Print Development 3.5 Logo Development
4.0 Swot 4.1 SWOT Analysis Objective 4.2 Swot Anlysis Grid 4.3 Swot Actions Plan
5.0 Promotional
5.1
T-shirt desigin/ jackets
5.4 Cups/Bottles/ key
Introduction
Jazzy is a magazine that focues on African-American women who are 18-24 in age and are making names for themselves in their work and communities. This magazine is designed to
help encouarge them to stay motivated with everything that they do, and not let society stop
them from believing in themselves. Jazzy will be the first magazine that focuses on young AfricanAmericna women. This
mgazine will be a guide for them to know that they don’t have to show their bodies to get
respect. This magazine will feature strong role models in every walk of life, such as business, televison and music. By featuring these
young woem in Jazzy, this will let them know that we are supporting their inner diamond. With this said, let yourself shine girl.
You are a diamond, so let it shine girl!
1
1.0 Research Section
1.1 Creative Brief/Strategy 1.2 Demographics
1.3 Target Audience
1.0
1.2 Creative Brief/ Strategy
Over view of needs Promotional Idea To see if there us a need for daughter magazine at Essence Communications
Promotional Idea Commercial Website T-shirt/ cups
Measureable Success Sales for Essence Communications grew steadily throughout the 1990s. After reaching $77 million in 1994, sales grew to $92.8 million in 1996, and to $104.8 million in 1997. In 2000, Essence posted sales of $145 million, a 17.5 percent increase over the previous year
1.2
1.2 Demongraphics
Marketing in the inner city of New York,
Washington DC and Detroit etc‌
1.2
1.3 Target Audience
African-American women 18-24 who live in the inner city these girls are usually products of a single parent home. They will become mothers at an early age. Most of them will not finish high because of the pressure of peer’s influences.
1.3
2.0 Style Guide
2.1 Print Ads
2.2 Interactive Media
2.3 Motion graphic
2.4 Logo
2.0
2.1 Print Ads
Specifications/ Dimissions The magazine will be 8x10 in size. There will be 170 pages. There will be beauty ads, health articles, The magazine will feature images of successfull women that at well know to the urban community such as. Mary J. The magazine will also figure fashion that appeal to the urban African american women.
3.1
2.2 Interactive design
Chat Girls will be able to talk to other girls on the chat line and make new friends. Music/ Video Girls will be able to listen to music and watch videos. The music and videos can aslo be downloaded. Specifications/ Dimission will be 800 x 600 display (should it be 750 pixels width Health/ Beauty Girls can read about health and also learn new hair styles. 2.2
2.3 Motion graphics
This is a motion graphic video deveolp to be posted on the web for views. The video tells the purpuse for magazine. The video will be 30 second long.
This video will also be posted on facebook, and other socail networks.
2.3
2.4 Logo Design
samples Here are example of the first logo design for jazzy C=100 M=0 Y=0 K=0
C= 0 M=100 Y=0
C=100 M=0 Y=0 k=0
C=59 M=90 Y=10 K-0
Do’s Don’t No flowers. Want the logo have a urban feel to it. Colors These are different colors that were thought of for the logo Final design At the top of the board is the final design for the Jazzy logo.
2.4
2.5 Font and Colors Colors,
These colors were choosen because they are bright and catch the eye of the viewers
Fonts These are different fonts that were going to to be use.
2.5
3.0 Creative Development
3.1 Moodboard 3.2 Webstie Development 3.3 Print Development 3.5 Logo Development
3.0
3.1 Moodboard
This is the mood boad in development stage. The logo and three sketches , different hair designs that will target the audience. Also fashion shose, clothing.
First stages of Mood board 3.1
3.1A
Moodboard cont.
This mood board show the makeup that the target market wears.
3.1A
3.1 B
Final Moodboard
This is an example of the mood board. This mood displays the different type of Font that was thought to be use to create the logo. There is also rough sktech ideas for the logo. Color samples that we thought to be use for the logo. Insptrational images that can be used. Such as Oparh and Michelle Obama. Texure which is a brick,
3.1B
3.2 Webmap
This a webmap for Jazzy magazine. On the is website their will be a chat, health, Music, Hair and Makeup, fashion. Chat page Will have a place for girls to go and chat with other girls their age about issues that you can’t was talk to your parnets about. Health Will discuss how important it is take care of your self as a young women. Make sure to excerise and eat right. Hair and Makeup, will discuss the how you don’t have to wear alot of makeup to be pretty. There will also be different hair style and tips on how to wear your hair. Fashion Will discuss how you don’t have to how off your body to be sexy.
3.2
3.2 A
Webstie Development
First stage of web development
This is the first stages of the website development. The Home Page, Fashion, Health and Subsertion Page. In the back ground was brick overlay. The brick layout will be takin out of the final design of the webiste.
3.2A
3.3 C
Final Website Design
This is the final stage of the website. The brick wall background was taken away. The images stand out on the pages.
3.3C
This the final stage of the website.
The brick wall 3.4 A
background was taken away. The images stand out on the pages.
Print Development
This is the print development for jazzy magazine cover. When creating the ad there was a thought of using famous young african women who are an influence. While in development the ad idea was canceled and it was decided that magazine covers should be better.
3.4B
3.4 B
3.4B
Print Ads Develpment Final stage of print ads
4.0 SWOT Analysis
4.1
SWOT Analysis Objective
4.2 Swot Analysis Grid
4.3 Swot Actions Plan
4.0
4.1 SWOT Analysis Objective
To see if there is a need for a daugther magazine at Essence communications. To find out why there havsn’t a daugther magazine been developed? 4.1
4.2 SWOT Analysis Grid
strenagths The copamany operates a mail order business through which it sells books, art and apparel.
Other activities include the Essence Awards, Essence Musical Fesival and a Latina magazine
Opportunities
In 1992, Essence Communications acquired income Opportunities, a magazine with a curculation of 400,000 aimed at people had been let go from their jobs and wanted to start their own buinesses.
Weakness When Essence and Time Inc. merged, some thought that Essence was “selling out�. Also seveteen magazine. Threats
When Time Inc. begin replacing essence employees in Time Inc.
4.2
4.3 SWOT Actions Plan
Based on the Swot Analysis, it’s been determined that the following strengths of Essence, such as branching out into new areas, which included Essence Awards, EssenceFestival, Essence Fashion Show and Latin Magazine. This can be used to help develop the following product a magazinefor AfricanAmerican young women 18-24 years old, in order to increase the revenue by 8% over next 2 years. Essence has branch out to music, and fashion and it has been very successful. The development of jazzy will help essence sucess to grow to a larger traget.
4.3
5.0 Promotional Design
5.0
5.1 T-Shirt/ Jackets
You are a diamond, so shine girl ne it shi , so le d n o m
gir l
ia re a d You a
5.1
These are examples of promontional items that will be sold for the campagin. T-Shirts and Jackets In different assocorate colors
5.2 Cups/ key chains
5.2
Created by Teedgra M. Blackstock