Collective Culture Research Presentation

THIS SEASON • BRAND REDEVELOPMENT

THIS SEASON B R A N D R E D E V E LO P M E N T

C R E AT I V E B R I E F P R E S E N TAT I O N – P R E PA R E D B Y C A R L O S V E L A S C O

THIS SEASON • BRAND REDEVELOPMENT

THE SITUATION T H E M AG A Z I N E

THIS SEASON • BRAND REDEVELOPMENT

MARKET ☲ N E W R O L E O F L I F E ST Y L E M AG A Z I N E S ☲ P R I M A R I LY M I L L E N N I A L + G E N Z FEMALE MAJORITY AUDIENCE. ☲ P OW E R O F W E B + S O C I A L M E D I A ☲ G R OW I N G W I T H N E W TO O L S • N E W S O C I A L- P O L I T I C A L L A N DS C A P E

THIS SEASON • BRAND REDEVELOPMENT

PRODUCT ☲ U N L ’ S O N LY FA S H I O N M A G A Z I N E ☲ B E G A N I N 2 0 0 8 , R E S TA R T E D I N 2 0 1 6 ☲ C O V E R S L O C A L FA S H I O N • D I Y • P O P U L A R C U LT U R E • M O N T H LY T O P I C S ☲ ALL ONLINE + SOCIAL MEDIA

THIS SEASON • BRAND REDEVELOPMENT

OPPORTUNITY ☲ A B I L I T Y TO R E AC H G LO B A L AU D I E N C E ☲ I N T E G R AT I O N O F P R I N T / W E B / S O C I A L ☲ P U B L I C AT I O N I N A G E O F M E D I A B A C K L A S H ☲ E X PA N D R O L E O F L I F E S T Y L E B R A N D A N D THE ROLE OF THE AUDIENCE IN LIFESTYLE.

THIS SEASON • BRAND REDEVELOPMENT

OBJECTIVE

THIS SEASON • BRAND REDEVELOPMENT

01

02

03

D E V E LO P B R A N D I D E N T I T Y T H AT BETTER REFLECTS THE ROLE OF A LIFESTYLE BRAND I N 2 0 1 7.

CONSTRUCT C A M PA I G N A N D DELIVERABLES TO BUILD HYPE AND AW E R E N E S S O F T H E LIFESTYLE BRAND

INCREASE THIS SEASON READERSHIP A N D AWA R E N E S S O N WEB / SOCIAL M E D I A , W I T H TA R G E T AUDIENCE IN MIND

USE OF RESEARCH, FOCUS GROUPS + C O N C E P T / I D E AT I O N

C O M M U N I C AT I O N WITH TEAM ON P R O G R E S S + T R AC K T H E C A M PA I G N ’ S EFFECTIVENESS

MEASURE PERFORMANCE THROUGH SOCIAL A N D W E B A N A LY T I C S

THIS SEASON • BRAND REDEVELOPMENT

TARGET AUDIENCE

THIS SEASON • BRAND REDEVELOPMENT

AUDIENCE ☲ MILLENIAL + GEN Z ☲ FEMALE / NO CHILDREN / ENGLISH ☲ R E A D E R S • M U S I C LOV E R S • F O O D I E S P E T L O V E R S • E N T E R TA I N M E N T J U N K I E S N E R D S • P O L I T C A L LY A C T I V E • S T Y L E +

D E S I G N LOV E R S

THIS SEASON • BRAND REDEVELOPMENT

BARRIERS ☲ L I F E ST Y L E M AG A Z I N E S A R E I N C R E A S I N G I N N U M B E R S A N D S AT U R AT I N G ☲ L I M I T E D AU D I E N C E I N LO C A L M A R K E T ☲ M A R K E T I N G A N D O U T R E AC H A R E STRUGGLING

THIS SEASON • BRAND REDEVELOPMENT

KEY INSIGHTS ☲ T H I S S E A S O N WA N T S T O E X PA N D I N T O A F U L L L I F E ST Y L E B R A N D. ☲ T H E P R E S E R VAT I O N O F M E D I A A N D E X

P R E S S I O N A R E C O R E T O T H I S S E A S O N

A L O N G S I D E P R O M O T I O N O F FA S H I O N A N D

THE ARTS.

☲ T H E R E I S I N T E R E S T I N H O W T O E X PA N D O U T R E A C H A N D AWA R E N E S S

THIS SEASON • BRAND REDEVELOPMENT

STRATEGY

THIS SEASON • BRAND REDEVELOPMENT

01

02

03

RESEARCH PHASE – RESEARCH THE AUDIENCE / BEST S T R AT E G I E S / C R E AT E R E S E A R C H D O C U M E N T.

C R E AT I V E B R I E F – G AT H E R I N S I G H T S T O D E L I V E R A C R E AT I V E BRIEF BASED ON RESEARCH.

BRAND IDENTITY + C O M M U N I C AT I O N S MANUAL – D E V E LO P A CONSISTENT BRAND IDENTITY AND C O M M U N I C AT I O N S MANUAL FOR A L L C R E AT I V E EXECUTIONS.

THIS SEASON • BRAND REDEVELOPMENT

04

05

06

A DV E R T I S I N G C A M PA I G N – EXECUTE MARKETING C A M PA I G N F O R LAUNCH HYPE

WEB + LIMITED EDITION + LAUNCH PA R T Y – C R E AT E C O M M E M O R AT I V E P U B L I C AT I O N • WEB REDESIGN AND L A U N C H PA R T Y I N C E L E B R AT I O N / AWA R E N E S S

HANDOFF – CONTINUE I M P L E M E N TAT I O N O F M AT E R I A L AC R O S S F U T U R E W O R K / A N A LY Z E EFFECTIVENESS

THIS SEASON • BRAND REDEVELOPMENT

BRAND TONE

T H E M AG A Z I N E

THIS SEASON • BRAND REDEVELOPMENT

DATA WA S COLLECTED ON ITEMS SUCH AS BRAND EXERCISES INTERVIEWS S U RV E YS

THIS SEASON IS THIS SEASON • BRAND REDEVELOPMENT

C U LT U R E C O L L E C T I V E S E T O N E : 4 0 % – 1 ST / 3 5 . 3 8 % – 2 N D / S E T T WO : 41 . 67 % – 2 N D

THIS SEASON

S E T O N E : 2 1 . 8 8 % CO N S I ST E N T / S E T T WO : 41 . 67 % – 1 ST

C U R AT E

S E T O N E : 3 3 . 8 5 % 3 R D / S E T T WO : 3 9 .1 3 % – 3 R D

ZEITGEIST

S E T O N E : 4 5 . 8 3 % 4 T H / S E T T W O : 4 7. 6 9 % – 4 T H – S E T O N E : N O N - FA S H I O N S T U D E N T S F R O M U N L ( M I X / 1 8 - 2 4 ) S E T T W O : FA S H I O N S T U D E N T S AT U N L

THIS SEASON • BRAND REDEVELOPMENT

THIS SEASON IS E D G Y • N AT U R A L • G L A M O R O U S • TO N E D D OW N

R E S U LT S F R O M BRANDING EXERCISE WITH M A G A Z I N E S TA F F

THIS SEASON • BRAND REDEVELOPMENT

THIS SEASON IS S T R O N G 4 7. 0 5 % TA S T E F U L 2 3 . 5 % E L E G A N T 23.5%

THIS SEASON • BRAND REDEVELOPMENT

TACTICAL ELEMENTS

THIS SEASON • BRAND REDEVELOPMENT

☲ B R A N D I D E N T I T Y + C O M M U N I C AT I O N S P L A N ☲ L A U N C H PA R T Y F O R N E W L O O K ☲ R E S E A R C H D O C U M E N T OV E R B R A N D I N G ☲ C R E AT I V E B R I E F

THIS SEASON • BRAND REDEVELOPMENT

☲ REDESIGNED WEBSITE

☲ L I M I T E D E D I T I O N P U B L I C AT I O N FOR UNIQUE MARKETING

THIS SEASON • BRAND REDEVELOPMENT

EXECUTIONAL MANDATORIES

THIS SEASON • BRAND REDEVELOPMENT

☲ B R A N D S TA N DA R D S A R E F O L L O W E D A C R O S S S O C I A L / W E B C O M M U N I C AT I O N S . ☲ C O M M U N I C AT I O N S P L A N F O L L O W E D O N E D I T O R I A L & C R E AT I V E C O N T E N T P U B L I S H E D . ☲ S T R AT E G Y T O I N C R E A S E AWA R E N E S S A N D E N G AG E M E N T I S F O L LOW E D.

THIS SEASON • BRAND REDEVELOPMENT

CREATIVE EXECUTION A WO R K I N P R O G R E SS

THIS SEASON • BRAND REDEVELOPMENT

MISSION S TAT E M E N T

THIS SEASON • BRAND REDEVELOPMENT

THIS SEASON • BRAND REDEVELOPMENT

THIS SEASON • BRAND REDEVELOPMENT

THIS SEASON • BRAND REDEVELOPMENT

T Y P E + CO LO U R T H AT R E F L E C T S T H E B R A N D.

THIS SEASON • BRAND REDEVELOPMENT

P L AY FA I R Based on Didot, elegant with a playful edge. Timeless and adorned, strong and powerful. Available in 12 variations + Web Ready.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

THIS SEASON • BRAND REDEVELOPMENT

R A L E WAY Based on the chic sensibilities of Futura, this contemporary solution is fashionable, characteristic, subtle, has 10 variations and is both web + print friendly.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

THIS SEASON • BRAND REDEVELOPMENT

PRIMARY CO LO U R

THIS SEASON • BRAND REDEVELOPMENT

PRELIMINARY IDENTITY CONCEPTS

THIS SEASON • BRAND REDEVELOPMENT

THIS SEASON • BRAND REDEVELOPMENT

THIS SEASON • BRAND REDEVELOPMENT

THIS SEASON • BRAND REDEVELOPMENT

THIS SEASON • BRAND REDEVELOPMENT

THIS SEASON • BRAND REDEVELOPMENT

THIS SEASON • BRAND REDEVELOPMENT

THIS SEASON • BRAND REDEVELOPMENT

THIS SEASON • BRAND REDEVELOPMENT

THIS SEASON • BRAND REDEVELOPMENT