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table of contents

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WHERE WE’VE BEEN Introduction Time Line What We’re About

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WHERE WE’RE GOING Competition Visual Style Audience Moving Forward

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where we've been VISUAL STRATEGY GUIDE

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INTRODUCTION TIME LINE WHAT WE’RE ABOUT

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INTRODUCTION

The first issue of the pictorial magazine Life was published on November 23, 1936.

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OUR LIFE STORY

Life actually had its start earlier in the 20th century as a different kind of magazine: a weekly humor publication, not unlike today’s The New Yorker in its use of tart cartoons, humorous pieces, and cultural reporting. When the original Life folded during the Great Depression, the influential American publisher Henry Luce bought the name and re-launched the magazine as a picture-based periodical in 1936. By this time, Luce had already enjoyed great success as the publisher of Time, a weekly news magazine.    From his high school days, Luce was a newsman, serving with his friend Briton Hadden as managing editors of their school newspaper. This partnership continued through their college years at Yale University, where they acted as chairmen and managing editors of the Yale Daily News, as well as after college, when Luce joined Hadden at The Baltimore News in 1921. It was during this time that Luce and Hadden came up with the idea for Time. When it launched in 1923, it was with the intention of delivering the world’s news through the eyes of the people who made it.

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Whereas the mission of Time was to tell the news, the mission of Life was to show it. In the words of Luce himself, the magazine was meant to provide a way for the American people “To see life; to see the world; to eyewitness great events; to see things thousands of miles away; to see and be amazed; to see and be instructed; to see, and to show…” Luce set the tone of the magazine with Margaret BourkeWhite’s stunning cover photograph of the Fort Peck Dam, which has since become an icon of the 1930s and the great public works completed under President Franklin Roosevelt’s New Deal.    Life was an overwhelming success in its first year of publication. Almost overnight, it changed the way people looked at the world by changing the way people could look at the world. Its flourish of images painted vivid pictures in the public mind, capturing the personal and the public, and putting it on display for the world to take in. At its peak, Life had a circulation of over 8 million and it exerted considerable influence on American life in the beginning and middle of the 20th century.    With picture-heavy content as the driving force behind its popularity, the magazine suffered as television became society’s predominant means of communication. Life ceased running as a weekly publication in 1972, when it began losing audience and advertising dollars to television.

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Left  The first Life Magazine cover in circulation from November 23, 1936. Photographed by Margaret Bourke-White.


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“The world was full of discoveries waiting to be made. I felt very fortunate that I had an outlet, such an exceptional outlet, perhaps the only one of this kind in the world at that time, through which I could share the things I saw and learned.” —Margaret Bourke-White

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TIME LINE

1936

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WEEKLY MAGAZINE

HUMOR MAGAZINE

Henry Luce of Time Inc. purchases and relaunches Life as a general interest weekly magazine.

Life was founded in New York City by John Ames Mitchell & Andrew Miller as a humor magazine.

1978

MONTHLY MAGAZINE

Life continues publication, but as a monthly magazine. The logo is modified to reflect the change.

2001 2007 LAST DAYS

GOODBYE

Life resumes publication as a free suppliment to American weekly newspapers.

Time Inc. stops the publication of Life as a magazine, but keeps the website as a live archive.

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1941 1972 PHOTOJOURNALISM

LAST WEEKLY ISSUE

Life brought the war home to America by using photography as a means of visual storytelling.

After many years of decreasing sales, Life publishes its last weekly issue on December 29, 1972.

1993 2000 STRUGGLE

NEAR THE END

Life announced the magazine would be printed on smaller pages and return to it’s original logo.

Time Inc. announces the cease of regular publications of Life. Special edition annuals now begin.

2012 IMAGE ARCHIVE

Getty Images and Life collaborate and offer millions of photographs from their combined collections online, many which had never been published in the magazine. The new era of storytelling through photography continues. 21

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“To see life, to great events; to watch the gestures of the to see man's work; of miles away, things within rooms, to see and take to see and be


see the world, to eyewitness the faces of the poor and proud; to see strange things; to see things thousands hidden behind walls and things dangerous to come; pleasure in seeing; amazed..." —Henry Luce


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WHAT WE'RE ABOUT

The mission of Life is to inspire people to discover the world around them.

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VISUAL STYLE AUDIENCE COMPETITION MOVING FORWARD

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COMPETITION

We’ve taken time to research our current, adjacent, and future competitors to find out where Life can expand beyond the magazine realm. VISUAL STRATEGY GUIDE

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SIMILAR BUT DIFFERENT Not all brands are created equally. Understanding our competition is an important element when reimaging an iconic brand.

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CURRENT COMPETITION

MAGAZINES Magazines have historically been a popular, affordable, and accessible way for people to learn about what is happening in the world around them due to their focus on visual storytelling.

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NATIONAL GEOGRAPHIC MAGAZINE offers a diverse publication relating to geography, history, and world culture.

COLLIER’S MAGAZINE established a reputation as a pioneer of investigative journalism.

NEWSWEEK is a broad spectrum news magazine that featured breaking stories and world events.

LOOK MAGAZINE is also a general interest magazine with an emphasis on photography.

TIME MAGAZINE is a weekly publication featuring news and current events.

NEW YORK MAGAZINE is a weekly magazine concerned with life, culture, politics, and style.

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ADJACENT COMPETITION

NEWSPAPER, RADIO, & TELEVISION While magazines are an easy way to learn about whats going on in the world around you, a quicker alternative would be to grab the paper on your way to work or turn on the television when you get home.

THE NEW YORK TIMES features breaking world news, and is the source the world goes to for facts and culutrual events.

THE PUBLIC BROADCASTING SERVICE (PBS) is the most prominent provider of educational TV programs to stations in the US.

NATIONAL PUBLIC RADIO (NPR) is a not for profit that produces and distributes news and cultural radio programming.

THE CBC NEWS is a daily evening broadcast featuring news reports, feature stories, interviews across world.

THE ABC NEWS is a television news program that reports on news from around the world.

THE ASSOCIATED PRESS is a co-op news agency that is owned by its contributing newspapers, radio, and television stations.

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FUTURE

DIGITAL + EXPERIENCE Digital media and experience travel are the modern ways to connect with the world around you. The Internet connects people instantly, leaving out the middle man when it comes to sharing.

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FLICKR is a community based image hosting and video hosting service.

MEDIUM is a platform for social journalism with a hybrid collection of amateur and professional publications.

G ADVENTURES is a small-group adventure travel company and social enterprise.

ADVENTURE UNBOUND is an active travel tours specializing in multisport, hiking, biking, and other light adventures.

INSTAGRAM is a photo and videosharing social networking app.

SNAPCHAT is a multimedia messaging app used globally, where users share stories in the moment.

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VISUAL STYLE

The old visual style of Life was curated to evoke feelings of security in a fast changing world.

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LIFE FROM THE INSIDE During the golden years of publication, readers desired comfort and convenience over adventure and experience.

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VISUAL STYLE

The new visual style of Life is bold and vivid to express the cultural diversity of the world.

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LIFE FROM THE OUTSIDE We are no longer confined to the safety of our home life, but rather ready to be inspired to discover and understand the world around us.

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AUDIENCE

The following personas are fictional profiles that represent our future audience.

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BRAND REACH

This is a vital aspect in developing a solid idea of who we’re trying to reach and why we’re trying to reach them. A product or company isn’t for everyone, and knowing who you are or aren’t trying to connect with is an important tool in developing a comprehensive brand strategy.    Our audience is the type of person who wants to experience a connection to the world. Some of them understand the importance of cultural empathy, while others are still learning. The common trait they share is their desire for exploration and knowledge.

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THE COLLABORATOR WHY DOES RENA LIVE IN OUR LIFE UNIVERSE? She's involved in the creative community as a forager of collaborations between people, places, and things. Her weekends exploring events in and around her city, engaging with new people along the way.

RENA TOM 40 YEARS AROUND THE SUN Events Coordinator

She supports small businesses by shopping locally because she gets the importance of supporting her local economy. She uses social media as a medium to share her discoveries with friends, family, and potential collaborators. She travels around the world to gain inspiration and perspective for her life her work, and her community.

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THE FREE SPIRIT WHY DOES LEO LIVE IN OUR LIFE UNIVERSE? He lives in a house with several roommates so that he can save money for traveling around the world. He's in a constant state of wanderlust and always on the look out for the next place to explore. He doesn’t want to settle down with a career until he can freely see as much of the world as he can. LEO MILLER 23 YEARS AROUND THE SUN Recent Graduate

He travels for fun and enjoys meeting people who are different than him because he's a student of the world. He searches for new ways to see the world because of his zest for life and curiosity for the unknown.

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THE BUSY MOM WHY DOESN'T IILANA LIVE IN OUR LIFE UNIVERSE? She doesn’t have a lot of personal time outside of her work and family because she’s focused saving for her children's education. She has a home based business so she can create a flexible schedule to juggle her business and family.

IILANA ROBERTS 46 YEARS AROUND THE SUN Accountant

She orders a meal delivery service because she wants to give her family healthy options but doesn’t have time to make them herself. She enjoys all-inclusive resort style family vacations because exploring isn’t important to her on these trips. She reads fiction books instead of non-fiction because she enjoys getting lost in fantasy rather than history.

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THE SHY KID WHY DOES NICO LIVE IN OUR LIFE UNIVERSE? He wants to learn more about all the exciting things in the world he lives in but is a little bit shy and could use some help. He loves to engage in projects and finds it easier to learn new subjects when seeing and doing something. He uses his screen time to watch YouTub science and facts videos because he loves learning.

NICO SENDAN 8 YEARS AROUND THE SUN 2nd Grader

He would rather work on a project rather than play a sport game. He enjoys engaging with other kids who are interested in the same creative learning things as him.

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THE GRANNY WHY DOES MARIA LIVE IN OUR LIFE UNIVERSE? She shares her hobbies with her children and grandchildren because she enjoys connecting with them through learning experiences. She speaks to her grandchildren primarily in Spanish rather than English because cultural heritage is important to her.

MARIA GUTIERREZ 68 YEARS AROUND THE SUN Retired

She passes down stories about her life growing up so that the younger generation will have a closer relationship to their cultural roots. She helps to care for her grandchildren and great grandchildren so that she can pass down as much knowledge and love as she can.

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THE GUY NEXT DOOR WHY DOES MICHAEL LIVE IN OUR LIFE UNIVERSE? Spends his free time enjoying activities with friends and connecting over new experiences. His favorite party is a dinner party because that means he gets to talk and meet new people. Prefers to use a credit card with points because of the frequent flier miles which gives him more of a reason to travel often.

MICHAEL HASSAN 48 YEARS AROUND THE SUN Personal Chef

Likes to stay in an Air BnB instead of a hotel because it gives him a better local feel and experience. Would rather walk to work than take a taxi so he can observe the world around him on the way.

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THE MILLENNIAL WHY DOES JESSICA LIVE IN OUR LIFE UNIVERSE? She likes having a membership to the co-working space down the street from her apartment so she can meet new people while self-employed. She has a chihuahua that she walks often and finds that it's a great way to connect with passer-byers.

JESSICA TAIYM 29 YEARS AROUND THE SUN Lifestyle Blogger

She uses instagram as a tool for engaging with her blog's audience, on a constant basis, in order to build a genuine connection with them. She prefers to eat out rather than cook at home because she loves to try unique dishes that she doesn’t know how to make at home. She owns a car so she can leave the city and explore the world around her whenever the feeling strikes.

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THE WORKAHOLIC WHY DOESN'T ANDREW LIVE IN OUR LIFE UNIVERSE? He travels often for work, but doesn’t make time to sightsee because of his packed schedule. He orders all of his clothes, household items, and groceries online because he doesn’t have time to shop. He sticks to the circle of friends he went to college with because they share the same values as him and have similar lifestyles.

ANDREW DAVIDSON 52 YEARS AROUND THE SUN Startup CFO

He goes to the same coffee shop everyday but doesn’t know the baristas name because he never thought to ask. He doesn't go on vacation because being a CFO means working around the clock and not having fun.

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MOVING FORWARD

Life has the potential to positively change the way we experience the world around us.

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WHERE TO NEXT?

Life was the an all-photographic American news magazine. Though there were many stories and advertisements, the main focus was on the beautiful photography. While the magazines’ original intended purpose was to show what was happening in the world, it could expand that idea to include the public in telling the story of us.    Modern technology allows people to be connected more than ever, but making time in our busy lives to understand another person's perspective outside of your immediate environment is rare but important experience to have.    The new Life will evolve past offering a general interest magazine focusing on world events, to becoming a way of connecting individuals with each other to learn about the cultural diversity of humanity from a first-hand experience.   Bridging a partnership between technology and design can create a genuine way for the people to share the human experience. Life is moving forward to offer a way for people from many different cultures to come together and share their unique life stories. Life is about getting outside of your comfort zone and empathizing with the world around you.

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DESIGN + STRATEGY Samantha Cisneros DETAILS This book was typeset in Classic Grotesque of various weights for a majority of the text, and Berkingske Serif for the headlines. IMAGE CREDIT Time.com Unspash.com DISCLAIMER This is a student project, is meant to be transformative in nature, and was created in the spirit of academic fair use. This book is not intended to represent the parent brand in any way. Please don't sue me. VISUAL STRATEGY GUIDE

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