The Common Thread Brand Book by Izabella Hannah

THE COMMON THREAD HAS COME TO LIFE. WE ARE RECLAIMING FASHION NEWS.

WHO IS THE COMMON THREAD? Press Release................................................................3 Manifesto.....................................................................4 Brand Essence...............................................................5 The Beginning..............................................................6 What Inspires The Common Thread?.............................8

BRAND GUIDELINES

Logo Origins................................................................12 Logo Proportions and Usage.......................................14 Font and Typeface.......................................................16 Colour Palette.............................................................17 Tone of Voice/ Writing Style: Newsprint.....................18 Newspaper Flat Plan...................................................22 Tone of Voice/ Content Selection: Digital....................24 Image Use for Newsprint............................................26 Social Media Platforms...............................................28 The Common Thread Consumers.................................30

BRAND FUTURE

Brand Expansion Timeline...........................................34

CONTENT EXAMPLES

Short Article: Stop Terrorising Our World...................38 Editorial: Referendum Countdown..............................39 Opinion Piece: The Clean Slate....................................40 Main Story: Student Loans..........................................42

THE COMMON THREAD BRAND BOOK The Common Thread is an innovative news brand that reports on current affair stories through a fashion lens. It creates a monthly fashion newspaper with a focus on slow journalism and trend forecasting, alongside a digital news collation platform. The Common Thread has redesigned the way fashion news is produced, published and distributed, with the hope of starting new conversations and shaping new perspectives. This booklet outlines The Common Thread’s brand identity, design standards, tone of voice and future plans. Its main function is to give the reader an insight into how The Common Thread thinks, acts and behaves. This booklet doesn’t include graphic specifications or layout plans for the newspaper and website, as they are designed externally. The content within this booklet has been created to represent The Common Thread’s brand D.N.A and identity. 1

WHO IS THE COMMON THREAD?

THE COMMON THREAD PRESS RELEASE

The Common Thread is an innovative news brand that examines current affairs news through a fashion lens. It covers both political and social news, as well as fashion industry and consumer news. It has no pretence, no vanity and no boundaries. The Common Thread has stripped fashion news to its core and uses a monthly print newspaper to frame its discussion. It intelligently deconstructs news stories using trend forecasting and critical analysis, making it easy for its readers to see the roots of a story. Alongside its monthly newspaper, it also has an collation, search-engine website that allows users to discover news stories from a multitude of sources. It combines videos, podcasts, galleries, editorials and articles to create an ecosystem of fashion news. As an independent publication, The Common Thread is fearless in its exploration of news. It looks at how current affairs and fashion journalism influence each other, and the ripple effect it has on the lives of its readers. It does this by using slow journalism to deconstruct and investigate its stories.

“WE WANT TO CREATE A MORE DISRUPTIVE CONVERSATION AROUND FASHION NEWS.” Humble in its design and branding, The Common Thread sits perfectly in the independent magazine market, and could be described as a combination of Stylist and Delayed Gratification. It has no intention of becoming a celebrity endorsed or high-glossed magazine, it’s aim is purely to start a new conversation about fashion. ‘We love looking at the connections and patterns between different news stories and fashion trends. We refuse to believe that fashion is just something that celebrities wear or the latest thing Vogue tells you to buy. We want to create a more disruptive conversation around fashion news, that isn’t repetitive or disdainful..’ – Editor of The Common Thread. The Common Thread is inspired by people who stand up and make their voices heard. They are driven by those who aren’t afraid to be themselves in a culture that benefits from our insecurities. This is why The Common Thread welcomes contributors and independent journalists to create part of their content. They believe it diversifies discussions and democratises fashion politics. The Common Thread began in 2015 as a student project at Nottingham Trent University and has plans to expand into a collaborative media brand in coming years. 3

WHO IS THE COMMON THREAD?

MANIFESTO

The Common Thread is reclaiming fashion news. For years and years, mainstream fashion magazines have drawn us in with glossy pages, free beauty give-aways and unattainable perfection. They grace their front covers with beautifully airbrushed women and have stung us with unrealistic body images for decades. Is fashion news only about celebrity red carpets, fashion week FROW’s and who wore it best articles? The Common Thread doesn’t think so. We at The Common Thread are bored of reading the same articles and seeing the same fashion shoots. We want to see where a story comes from, how it influences us and why it might resonate within popular culture. We look at current affairs and industry news through a fashion lens. Our aim isn’t to get people to stop reading and enjoying fashion magazines. Our aim is to offer people an alternative to mainstream media. The Common Thread offers readers a new perspective on how fashion stories are told. 4

ARCHETYPES Sage, Creative TONE OF VOICE Articulate, Authoritative, Descriptive, Disruptive

VALUES Clarity, Transparency, Truthfulness

ESSENCE Investigative, Fashion-Forward, Trend Forecastor. PERSONALITY Intelligent, Innovative, Strong, Passionate Our vision: To create a disruptive news brand that changes the way fashion topics are discussed. Our values: Fashion means more to society than its fickle vanity; it deserves better coverage and exploration in mainstream media. Our beliefs: That fashion is more than just regurgitated press releases, sponsored content and celebrity gossip. Fashion and current affair news are interconnected as they both reflect our culture and society.

How we look: Hand-made finish with illustrations and â&#x20AC;&#x2DC;poster-styleâ&#x20AC;&#x2122; images to replicate independent publishing feel. How we talk: Through slow and open journalism; with an authoritative yet attainable tone of voice. We look at current affair news through a fashion lens. How we behave: Like a Guerrilla fashion brand; with purpose and meaning.

Position: Within independent retailers, between Stylist magazine and Delayed Gratification. Proof: The brand exists in both print and digital formats with plans to extend into a multi-media brand by 2022. Strapline: Reclaiming fashion news. 5

WHO IS THE COMMON THREAD?

THE BEGINNING

The Common Thread was created out of frustration at the lack of innovative newsprint brands in the UK market. Its origin was driven by the trends that are presented below.

NEWSPRINT ISN’T DEAD. IT’S IN A PHASE OF REINCARNATION. NEWSPAPERS NEED TO BE REDESIGNED TO SUIT THEIR DIGITAL COUNTERPART.

ANTI-ESTABLISHMENT Increasing frustration towards political and corporate authorities is driving consumers to turn to satirical publications and independent broadcasters for news.

NEW RESPONSIBILITY

Augmented apps and virtual reality headsets are redefining how audiences consume content. It has also driven an increase for news visualisation and more diverse audio-visual formats.

SCREEN READING

Leveson Inquiry has launched new regulations and standards for modern journalism. Traditional tabloid practises like paparazzi and sensationalised content is increasingly becoming more unethical.

Fashion magazines are having to adapt their content onto tablet and smartphone screens, which means creating more interactive design elements.

BRICOLAGE LIVING

DIGITAL DETOX

Bricolage Living refers to consumers who are shaping their identities from a vast array of sources and inspiration. This reflects fashion tribes whose style ‘bubbles’ up into mainstream culture.

There is a resurgence of independent publishing in print and digital publications. The reflects a phase of Digital Detox where consumers opt out of technology to engage with mindfulness and nature.

LACK OF DIVERSITY

CELEBRITY INFLUENCE

Mainstream media is frequently criticised for its lack of diversity in industries like fashion, film, music and art, which has driven brands to take a more selective approach at who/ what represents their brand.

IMMERSIVE REALITY

Celebrities are arguably still a massive influence over why people buy magazines which suggests fashion and celebrity culture are still entwined with each other.

WHO IS THE COMMON THREAD?

THE BEGINNING

All of these elements drove The Common Thread to one conclusion. That there was a gap in the market for a monthly newspaper with slow journalism editorials which examine the long term effects of a news story. Its digital counterpart would be an aggregator website that selects the best fashion news stories from across the web into one place; with a variety of audio-visual formats.

WHO IS THE COMMON THREAD?

WHAT INSPIRES THE COMMON THREAD?

The Common Thread reports on the fast paced events of the fashion industry through slow journalism. It looks at both the short term and long term effects of a news stories. Their journalists follow a story from its first spark until it becomes a still moment in wider consumer culture.

THE SPARK 8

SELF EXPRESSION, PROTEST, DISRUPTION, CREATIVITY, DRIVE, INDIVIDUALITY, INNOVATION, SEEKING THE TRUTH, DIVERSITY, CELEBRATION, BREAKING BOUNDARIES, REVOLUTIONARIES.

WHO IS THE COMMON THREAD?

WHAT INSPIRES THE COMMON THREAD?

The Common Thread’s newspaper content looks at how a news story becomes a cultural phenomenon or a distant memory within a social undercurrent. This is why it is important to balance the energy of live events and the tranquillity of synthesized ideas in the newspaper and website’s content.

THE MOMENT

INTROSPECTIVES, SLOW JOURNALISM, INVESTIGATIONS, DECODING, REFLECTING, PREDICTING, FINDING CLARITY.

BRANDING GUIDELINES

LOGO ORIGINS AND MEANING

The Common Thread logo reflects the interconnected threads of society, coming together at one central focus point. In this context, the central focus point is The Common Threadâ&#x20AC;&#x2122;s print and digital platforms, whilst the threads represents different consumer backgrounds and stories. The visual elements that have shaped this design have stemmed from an array of sources. Firstly from artwork created using string and thread and secondly from wider geometric trends found in contemporary product and packing designs. The combination of physical and digital influences further deepen the meaning of the logo as it reflects The Common Threadâ&#x20AC;&#x2122;s varied media outlets.

LOGO PROPORTION AND APPROPRIATE USAGE

PRINT LOGO

DIGITAL LOGO

BRANDING GUIDELINES

LOGO PROPORTION AND USAGE The Common Thread branding is grounded by the use of the interconnected logo. It is to be used in both digital and print platforms but carries the same design specifications, sizes and guidelines.

CMYK CODE

C: 75 M: 67 Y: 67 K: 89

CMYK CODE

C: 0 M: 0 Y: 0 K: 0 SIZE WITHOUT TEXT (CM) W:14.47 H: 20.2

HORIZONTAL USE

W:19.47 H: 22.27 14

STACKED USE

SIZE (CM) W: 50.43 H: 22.72

BRANDING GUIDELINES

LOGO PROPORTION AND USAGE This section focuses on the specifications of the digital logo, as it is used more heavily on the website, social media accounts and throughout the postcards, business cards and promotional materials. The same design rules applies to the white print logo with the only change being the inverted colours.

FONT SPECS NAME: MUSEO SANS 300 TAGLINE: MUSEO SANS 3OO ITALICS SIZE: 50pt The horizontal logo is to be used on website banners and contains the brands tagline ‘reclaiming fashion news.’ This will be typed in capital letters using Museo Sans 300 font.

DONT’S

To create consistent branding in both print and digital environments it is integral to keep the logo in its original format when it used on promotional material. It is therefore key to not manipulate the logo unless other wise specified with the graphics team.

STRETCH

WIDEN

FLIP

TURN

CHANGE COLOUR

CHANGE BACKGROUND

BRANDING GUIDELINES

BRANDING FONT AND TYPEFACE SPECIFICATIONS The Common Thread branding is grounded by the use of Museo Sans font, as it is used in both the logo and the main body text in the publication. This font was chosen based on its clarity, legibility and curved silhouettes that are easily absorbed by the eye.

MAIN BODY/ LOGO

MUSEO SANS 300 ABCDEFGHIJKLMNOPQRSTUVWXYZ

0123456789

IN TEXT QUOTES

MUSEO SANS 500 ABCDEFGHIJKLMNOPQRSTUVWXYZ

0123456789

HEADING

MUSEO SANS 700 ABCDEFGHIJKLMNOPQRSTUVWXYZ

0123456789

BRANDING GUIDELINES

BRAND COLOUR PALETTE AND USAGE This colour palette has been created as a guideline for both the digital platforms and newspaper design. The Wired Ruby and Bluejay pantones are to be used as highlights with the Midnight Black and Matte Steel to be used where appropriate, as the logo background colour.

MIDNIGHT BLACK A shadowed black adds contrast and depth to the palette, whilst emphasising contextual elements and framing references. CMYK: 75. 67. 67. 89

WIRED RUBY This pigment adds warmth and attentiveness to the palette as it is the main focal point within the design recipe. CMYK: 20. 100. 100. 13

CARTRIDGE SHEET This off-white reflects the crumpled feel of old newspapers and reflects a viceral and textural element to the overall palette. CMYK: 22. 18. 28. 02

BLUEJAY An energetic and elemental blue is used as a highlight to add a fresh burst of coolness to the warm colour palette. CMYK: 61. 11. 17. 0

MATTE STEEL This pigment adds a matte finish to the palette which reflects the tangible accessibility of print products over the shine of digital screens. CMYK: 73. 61. 66. 78

BRANDING GUIDELINES

TONE OF VOICE AND WRITING STYLE FOR NEWSPRINT It is incredibly important to The Common Thread that it’s journalist understand the brand’s tone of voice. They have to intellectually and creatively examine both fashion and current affair news stories, whilst synthesizing the links and trends that connect the themes to wider society.

HOW TO APPROACH A STORY

BE BRAVE. BE BOLD. BE AWAKE.

REMEMBER... WE ARE THE INNOVATORS, WE ARE THE DISRUPTORS, WE ARE THE RECLAIMERS OF FASHION NEWS. 18

BRANDING GUIDELINES

TONE OF VOICE AND WRITING STYLE FOR NEWSPRINT The Common Thread prides itself on its independent approach to reporting and decoding the news. This is why it is so important for its journalists to reflect the brands tone of voice in its articles and editorials.

HOW TO WRITE A STORY

DECODE THEMES. PREDICT TRENDS. REVEAL INSIGHTS. DON’T GOSSIP. DON’T GUESS. DON’T SETTLE. 19

BRANDING GUIDELINES

TONE OF VOICE AND WRITING STYLE FOR NEWSPRINT Whilst The Common Thread is primarily a fashion news brand, it also examines wider current affair news to add content and depth to its website and newspaper. The two sectors are interconnected and react off one another.

NEWS TOPICS TO COVER

1. CURRENT AFFAIRS, POLITICS, RELIGION

2. DESIGN, ARTS, FILM

3. TECHNOLOGY

4. INDUSTRY FASHION NEWS

5. FASHION CULTURE

BRANDING GUIDELINES

TONE OF VOICE AND WRITING STYLE FOR NEWSPRINT To maintain the correlation between fashion and current affair news, the journalist must always consider the wider ripple effect any story can have on society as a whole. Below are examples of editorial titles that connect themes between fashion and current affair stories.

CURRENT AFFAIR, POLITICS, RELIGION TRUMP. HOW HAS HE INSULTED YOU? An exploration into how different minorities and genders are demonised, both in the political and fashion spheres. THE EU REFERENDUM: WHY YOU SHOULD VOTE. A breakdown of the referendum and what it means to British culture and trade. An analysis of its influence over the fashion industry and an overview of European styles. DESIGN, ARTS, FILM ISSEY MIYAKE: WHERE DOES CREATIVITY COME FROM? An exploration into owning ideas and borrowing from cultures. CANNES FILM FESTIVAL: THE IMPORTANCE OF INDEPENDENT FILM MAKING. An exploration of how independent films shape our culture and what films to take note of at this years festival. TECHNOLOGY SMART RINGS: WHY WEARABLE TECH? Where does our obsession with technology come from and what does it mean for the fashion industry? HOLOGRAMS: GIMMICK OR INNOVATION? How will the introduction of holograms into mainstream culture change our perspective of reality and how will it shape the future of retail? INDUSTRY FASHION NEWS IVY PARK X TOPSHOP: YET ANOTHER SPORTSWEAR COLLABORATION. Where has the sportswear trend come from and where will it go? A discussion around celebrity ‘collaborations’ are we bored yet? ZARA’S GENDER NEUTRAL SECTION: JUMPING ON THE BAND WAGON? How are brands adjusting to blurred gender roles and is this anything new? A historical, wider cultural analysis. FASHION CULTURE THE 70’S STYLE: ARE WE LOOKING BACK TO A BETTER TIME? Drawing parallels between the fashion trend, the cultural influences and the modern hippie. THE HIJAB TREND: ACCEPTANCE OR TOKENISATION? Did H&M’s campaign really make a difference in the way UK consumers view Islamic fashion? 21

BRANDING GUIDELINES THE COMMON THREAD HEADLINE

NEWSPAPER FLAT PLAN: KEY FEATURES EXPLANATION This flat plan is a representation of how the newspaper will be broken down into different sections to suit the different types of written content. For example, short articles, editorials and opinion pieces will all vary in length and will be accompanied by different types of images for creative diversity. It is not a representation of how the newspaper will be designed or laid out.

FRONT PAGE -------------------------------------------

The front page will feature an illustration/ artwork that represents the key themes of that months newspaper. For example, if the key theme is fashion week then an illustration covering catwalks or a specific collection will be used. It will also feature an introduction to the newspaper about what contents it will cover and its key themes.

FIRST DOUBLE PAGE MONTHS TOP NEWS STORIES

MONTHS TOP NEWS STORIES

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HEADLINE

----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

This double page will summarise the most influential stories of the last month through bitesize articles (50 words each) to replicate the way consumer read news content digitally. It will create a broad scope of information from the fashion and current affair news sectors.

EDITORIAL PAGES These editorial pages will feature longer articles around 300-500 words long and will deconstruct stories to find the link between the fashion industry and wider society. For example, a story about a new design collection will examine the designers influences and how it will impact mainstream fashion trends and/ or consumer behaviour.

BRANDING GUIDELINES SHORT ARTICLE TITLE

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INFOGRAPHIC

NEWSPAPER KEY FEATURES AND EXPLANATIONS

TIMELINE ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

These shorter articles will be between 100-200 words long and will be more summative in their narration. They will cover a broad spectrum of topics and will be updates on the key headlines that have happened that month. This is so the reader doesn’t re-read content they would’ve received through social media or digital platforms earlier that month.

MAIN STORY PAGE This long-form piece will be between 500-800 words long and will decode the main story of that month. It will follow the story from its origins to its effects on wider society through a timeline and will incorporate trend forecasting into its narrative. This will be a key element to The Common Thread’s use of slow journalism and one of the main USP’s of the newspaper.

OPINION PIECES

HEADLINE TIMELINE

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SHORT ARTICLE PAGES

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These opinion pieces will be written by journalists or industry contributors commenting on key stories and events. It will also use a timeline to show the development/ future of the story’s key themes. This is also a template for interview pieces. These may vary in size because of their content but will be approximately 500 words long to create a substantiated report from a personal account.

BRANDING GUIDELINES

TONE OF VOICE/ CONTENT SELECTION FOR DIGITAL The Common Thread’s digital platform is an aggregator website that collates current affair and fashion news articles into one place. The chosen stories must cover wider cultural events, industry and consumer fashion news and have to be selected carefully to suit the brand’s tone of voice.

CONSIDERATIONS FOR SELECTING NEWS STORIES

1. IS IT TIMELY?

Does the story cover or predict current topics and trends?

2. IS IT INTELLIGENT? Is the author credible and intelligent?

3. IS IT DISRUPTIVE?

Does the content bring something new to the discussion?

4. IS IT INFORMATIVE?

Does the story contain facts and narratives rather than speculation?

5. IS IT TRANSPARENT? Is the story biased or contain a hidden agenda?

6. IS IT IMPORTANT?

Will the story resonate with our readers and start a discussion?

EXAMPLE LIST OF APPROPRIATE NEWS SOURCES BBC BUSINESS OF FASHION CHANNEL 4 COOL HUNTER D&AD DAZED DELAYED GRATIFCATION DRAPERS THE ECONOMIST ESQUIRE FASHIONISTA FASHION OFFICE 24

THE GUARDIAN GQ HARPERS BAZAAR HOLLYWOOD REPORTER HYPEBEAST i-D THE INDEPENDENT ITS NICE THAT LENNY LETTER THE NEW YORK TIMES THE NEW YORKER NYLON

THE PARIS REVIEW PROMOSTYL BLOG PYLOT STYLIST TED TIME VICE VOGUE WALLPAPER* WIRED WGSN WWD

BRANDING GUIDELINES

TONE OF VOICE/ CONTENT SELECTION FOR DIGITAL It is important that The Common Thread retains its reputation for providing credible, authoritative and disruptive news to its audiences. This is why tabloid content is banned from the website.

STORIES TO AVOID

AVOID ARTICLES FROM... BUZZFEED COSMOPILITAN E! NEWS FASHION BEANS FEMALE FIRST LOOK METRO OK! PEREZ HILTONPOP SUGAR THE DAILY MAIL THE DAILY MIRROR THE DAILY STAR THE SUN TMZ UNILAD

AVOID ARTICLES INCLUDING... CELEBRITY BABIES RELATIONSHIPS VAGUE COMMENTARY ON WHO ATTENDED EVENTS BODY SHAMING STEREOTYPES AND PREJUDICE SEXUALISATION AND DISCRIMINATION GOSSIP, SPECULATION SENSATIONALISATION DIETING GET THE LOOKS, OUTFIT INSPIRATION PRESS RELEASES PRODUCT PLACEMENTS (unless pre-approved native advertising arrangements) CELEBRITY SELFIES BIAS POLITICAL PIECES 25

BRANDING GUIDELINES

IMAGE USE FOR NEWSPRINT The Common Thread will use photography within the newspaper, where appropriate, but the main focus of the imagery will be driven by illustration. These can be hand drawn, digital manipulations, graphic designs or traditional fashion illustration depending on their relevance to the stories content.

BRANDING GUIDELINES

IMAGE USE FOR NEWSPRINT The front cover is an incredibly important element to The Common Thread’s branding and needs to fit the follow specifications. Overall, the image must reflect a news theme with significance but can be created within any design styles which reflect the context.

FRONT COVER IMAGE SPECIFICATIONS Fit within a 12.7mm border and a 3mm bleed High resolution 300 dpi Must feature relevant news story theme

Photography may also be used on the front cover to represent a story when illustration isn’t appropriate. However, it will be used on a smaller scale below the header, as to not draw attention away from the focal point. The front cover above is a template image for the September issue that features a more traditional fashion illustration. This illustration by Gina Atkinson reflects the decoding of a fashion collection that would have taken place at London Fashion Week, hence it would be appropriate to use a more traditional design style. If the issue covered global politics it may have been suitable to use a satirical political cartoon; and if the issue focused on social injustices it may have used a ‘zine inspired’ graphic illustration. 27

BRANDING GUIDELINES

SOCIAL MEDIA PLATFORMS Below are inspirational examples of what content format to use on The Common Threadâ&#x20AC;&#x2122;s social media sites, such as Instagram and Facebook. Each image for the post will be a high resolution photograph, illustration or video that represents a news story and will be accompanied by a short paragraph of text to explain the story.

The Common Threadâ&#x20AC;&#x2122;s social media platforms are a tool for the brand to share original features. Whilst it may repost appropriate content (always crediting the original source) the aim is to keep its audience updated with regular news headlines from both the fashion and current affair news cycles. The social media team should post three times a day: 9am, 12pm and 6pm, with diverse content and accurate commentary. The content should be a mixture of audio-visual elements and should match the specifications required for the written content that features within the newspaper.

BRANDING GUIDELINES

RULES FOR SOCIAL MEDIA PLATFORMS The Common Thread will connect with their consumers through Instagram, Facebook, Twitter and Periscope. These platforms are chosen to open a dialogue between the brand and the audience to reflect The Common Thread’s commitment to open journalism.

Instagram will be used most heavily by The Common Thread as its the most visually engaging and popular social media platform with their consumers. It will be used to post audio-visual news content with a short editorial explaining the story.

Facebook will be used to post audio-visual news content, promotional material and video content. It will be used to engage with users conversationally, as well as to track target consumers sharing habits.

Twitter will be used to share short-captioned news headlines with a focus on copy. It will also be used to share content from other news websites to create an aggregator feed for The Common Thread’s followers.

Periscope will be used as a live streaming platform to cover events such as London fashion week and local protests, to add an independent broadcasting element to The Common Thread’s brand portfolio.

BRANDING GUIDELINES

THE COMMON THREAD’S AUDIENCE The Common Thread’s consumer can be found engaging with fashion and current affair news on a regular basis through social media, digital platforms and independent print publications; and adopts the behaviour of a Millennial despite perhaps not being confined to their age group. This forward thinking, creative, intelligent consumer cohort is able to identify hyper-realistic and clickbait content whilst enjoying the escapism this type of journalism offers. These attributes are also targeted within the Generation Z cohort who are eagerly engaging with news content through social media and digital screens.

WHO ARE THE MILLENNIALS?

WHO ARE GENERATION Z?

• AGE: 21-38

• AGE: <20

CHARACTERISTICS • DIGITAL NATIVES: Experienced a childhood without the internet, but are natives in using digital technology . • Will experience a longer working life than their parents generation. • SELFIE generation. • Expect technology to adapt to their behaviours without fault.

CHARACTERISTICS • DIGITAL NATIVES: Experienced digital technology throughout their childhood with instant access to the internet. • Explore POLITICAL ACTIVISM at a young age as global awareness is very high. • Gender Fluidity and civil EQUALITY are integral to their social identities.

CONSUMER CHARACTERISTICS

BRANDING GUIDELINES

THE COMMON THREAD’S AUDIENCE These consumer can be broken down into two key cohorts; The Satirical Expressionist and The Distracted Conversationalist. Understanding these consumers is at the core of The Common Thread’s branding.

THE SATIRICAL EXPRESSIONIST

ATTITUDE “IT’S IMPORTANT TO ENJOY YOUR OWN STYLE AND NOT BE TOO INFLUENCED BY WHAT YOU READ AROUND YOU.”

THE DISTRACTED CONVERSATIONALIST

ATTITUDE “I AM INSPIRED BY REAL PROBLEMS IN THE WORLD AND BY PEOPLE I ADMIRE, DOING THINGS I WANT TO DO.”

BRAND FUTURE

THE COMMON THREAD’S TIMELINE This timeline demonstrates The Common Thread’s plan for brand expansion based on predicted consumer and technology trends.

ESTABLISHED MEDIA BRAND 2017

INTEGRATED MARKETING CAMPAIGN: 09/2016

• Kickstarter Campaign to raise funds for initial production and distribution costs. • Collaborate with local design communities for product design and website development.

Launch video and podcast channels (to produce own content compared to the aggregated website.)

• Networking events (independent print fairs, publishing events etc) and PR launch. • September 2016 publish first newspaper edition, website and campaign images go live on social media.

Launch ecommerce, paywall and subscription services online to expand product accessibility.

Launch End of Year trend booklet for fashion/ creative agencies for 2017 to grow B2B connections.

BRAND DEVELOPMENTS

2016

Selfimprovement and well-being influence product design and services

CONSUMER & TECH TRENDS

Virtual Reality headsets grow in popularity within the gaming and retail sectors. VALUE ECONOMY: time as a luxury and investment in real world experiences.

2017

Anti-Authenticity Marketing: new products that are designed around transparency and humour.

SHORT TERM GOALS 2016-2017

LONG TERM GOALS 2017-2022

• To grow brand awareness and loyalty. • Cement relationship with key independent publishing figures and retailers. • Grow loyal audience base. • Support print publication with digital revenue and print sales. • Gain media exposure on brand through earned media and word of mouth.

• Develop into a credible media brand. • Sustain brand growth in financial terms, • To be a habitual media touchpoint for fashion consumers, • To collaborate with existing media brands for a diverse portfolio. • To change people’s perspective of what fashion news is, and to demonstrate newspapers can still be relevant with Millennial consumers.

GLOBAL MEDIA BRAND 2019

â&#x20AC;˘ Develop augmented reality app to work alongside the newspaper.

Focus on investment funding to develop augmented app into hologram app.

Develop brand strategy for expanding the newspaper into a series of regionally specific, global publications.

â&#x20AC;˘ Consider brand collaborations to extend portfolio and brand awareness.

BRAND DEVELOPMENTS

THE COMMON THREAD SHOWROOM 2022 Focus on investment funding to develop a bricks and mortar news showroom. The showroom will be an independent shop that sells news magazine and uses modern technology like VR headsets or hologram screens to stream live content; reflecting the brands physical and digital elements. However this is an aspirational brand extension as it would not be financially viable without large investment capital.

CONSUMER & TECH TRENDS 2018 2019 2020

Digital Detox grows in popularity with consumers Larger focus on augmented reality over virtual reality with the release of Microsoft Hololens and Magic Leap

Expansion of Artificial Intelligence in mainstream experiences.

2021

2022

Holograms are expected to become mainstream by 2020 Many brick and mortar retail spaces will have evolved into showrooms that use technology to enhance consumers physical experiences

CONTENT EXAMPLES

SHORT ARTICLE

STOP TERRORISING OUR WORLD Walter Van Beirendonck’s ‘stop terrorising our world’ tunic has unified two rival fashion schools for a common cause. The Royal Academy of Fine Arts in Antwerp and La Cambre Mode in Belguim are well renowned institutions within the fashion community; both for their innovation and for their long standing rivalry. However, with political tension, terrorist threats and social injustices sparking fierce debates within the EU, both institutions have come together in solidarity to make a political statement. Van Beriendonck’s ‘stop terrorising our world’ tunic sent ripples through mainstream media at Paris fashion week in 2015, as his work was debued only two weeks after the Charlie Hebdo attacks took place on 7th January. Since then, there have been two more terrorist attacks in Paris and Brussels, with the latest in April earlier this year, cementing the importance of Van Beirendonck’s political statement for peace. Under the direction of acclaimed photographer Pierre Debusschere and Le Cambre teacher Pierre Daras, Antwerp and La Cambre collaborated with Van Beirendonck to use the image of his now iconic tunic, as the focal point for each schools 2016 graduate degree shows. These images are an example of how fashion can translate the tyranny of political injustices into an accessible message that can be shared with millions of people. Van Beriendonck is not the first designer to use fashion shows as a political platform, nor will he be the last. But the overriding message from this collaboration is that the fashion world can use their global scope to send a message of unity and peace into the digital and physical world.

EDITORIAL

REFERENDUM COUNTDOWN The Common Thread looks at the latest poll results and asks if there is a hidden agenda. The battle between the Remain and the Leave campaigns is becoming increasing embittered with fears the final results will leave bad feeling and political division. With the latest Brexit polls from the FT showing Remain marginally ahead with 44%, Leave 40% and 12 undecided, there is everything still to play for and tempers are running high. For many key players the campaign is not only about determining the future of the country but about their own personal political advancement. The resignation of pensions’ secretary Iain Duncan-Smith in March was seen in many circles as a blow against David Cameron’s Remain campaign, not just over planned welfare cuts. In his resignation letter Mr Duncan- Smith said: “I am unable to watch passively while certain policies are enacted in order to meet the fiscal self-imposed restraints that I believe are more and more perceived as distinctly political rather and in the national economic interest.” The response from Downing Street was to portray the resignation as a consequence of Mr Duncan-Smith’s opposition to the Prime Minister over Europe. And then there is Boris Johnson to consider. Commentators are questioning whether his Brexit stance is actually a political move to prepare Johnson for a future post as Prime Minister. Mr Johnson defended his decision to join the Leave campaign in an interview with BBC’s Andrew Marr. When asked if he wanted to become the next PM, Mr Johnson said “Certainly not. We have a wonderful Prime Minister.” Johnson has also claimed to be one of the most committed Eurosceptics of the last 30 years. Many do not believe the ex-Mayor of London, who is currently the favourite to succeed Cameron. There is no doubt the war of words will rage on until June 23 with the big hitters such as George Osbourne and Lord Farmer dismissing each other’s arguments. For those still undecided here’s The Common Thread’s top five points for and against. Remain: 1. 2. 3. 4. 5.

Jobs – around 1 in 10 British jobs are directly linked to the EU’s single market Exports and investment – the EU buys over 50 per cent of UK exports Trade – the EU negotiates trade agreements with the rest of the world Clean environment – EU regulations have meant cleaner rivers, air and beaches Freedom to work and study abroad – 1.4million British people live abroad in the EU

Leave: 1. 2. 3. 4. 5.

Freedom to make stronger trade deals with other nations – especially emerging markets Make large membership fee savings – the EU charges a fee claimed to be £17 million per day Borders controls – curb the freedom of people from other EU countries to travel and live in the UK Get rid of institutions seen as lacking democracy – the European Parliament is directly elected but the European Commission, which proposes legislation, is not. Other countries go it alone successfully – Norway is a good example as country which trades with the EU without being in it. 39

OPINION PIECE

THE ABSENCE:

Why did Saint Laurent delete their entire Instagram feed? In April this year, Saint Laurent made an unexpected announcement that would shock the fashion world. Not only did they announce the exit of Heidi Slimane as creative director, they also deleted all of the content that was stored on their Instagram feed. Whilst the latter may not seem as shocking, it was an unprecedented move by the brand who has been going through a transitioning and rebranding phase over the last few years. So why is it so important that a fashion house wiped away their digital library on Instagram? Surely this is just another example of our digital-self’s obsession with what other people are doing? Well, that’s partly true. As a culture we are evidently obsessed with peering our noses into what our influencers and celebrities are doing. This form of hyper-reality is blurring the boundaries between what we perceive as real and what we are actually experiencing. Are we witnessing here the exorcism of Heidi Slimane from Saint Laurent’s digital identity? Does deleting his presence from social media become the digital equivalent of a bad break up; of burning the photos and throwing his stuff into a box? Or does this cleanse have a deeper meaning. Perhaps Saint Laurent have realised how powerful unpredictability can be. We live in a world that is driven by habitual behaviour, predictive technology and consumer tribes, who follow each other around the same journey of discovery. Capitalising on the absence of content is a risk, but it takes an innovator to walk in the opposite direction of a crowd.

This has been reflected within the music industry this year, as influencers like Beyonce and Drake no longer announce their album release dates through traditional media. Instead they use social media to launch their products and use speculation, rumour and teaser content to gain their audiences attention.

Are Saint Laurent reshaping the way we view social media? Many see social media platforms like Facebook and Instagram as a tool to capture our own narcissism, with selfies and fitness shots becoming the most viewed content on these platforms. Our accounts have become personal libraries of collected moments with each image preserved forever within in the dark spectrum of the internet. But most importantly, these photographs are our digital realities and our digital identities. Some may argue that as we go through life our identities change as we are shaped by the world around us. There have been countless debates in recent years about the moral and legal implications of being able to permanently delete information about ourselves from the internet, and this too can be applied to our social media presence. Is an image taken of you from 2005 a reflection of who you are now? Maybe this is why Saint Laurent deleted their content. They are not the same brand they used to be, something which was made evidently clear in 2012 when they dropped the ‘Yves’ from their name. In the words of Spike Jonze, ‘we are never the same person we were a moment ago.’ Perhaps to create something new they had to start with an absence of expectation; they needed a blank canvas to drawn upon. All in all, Saint Laurent have done something bold here. They’ve reminded us of how we are habitually precious with our online identities and the fear that comes with standing apart from the crowd. After all, would you be able to delete your Instagram feed?

OPINION PIECE

THE RISE OF TUITION FEES: The future of education and broken promises. It has been announced this week that the conservative government are planning on raising university tuition fees in 2017. This announced was made public by her majesty Queen Elizabeth as part of the State Opening of Parliament speech. The premise of this raise is that if universities prove they have high standards in teaching and have high ranking statistics, they then become eligible to charge more the £9,000 cap that is currently in place. Ministers in favour of the reform have claimed the raise in tuition will create a higher rate of competition from ‘challenger institutions’ which will be allowed to award student qualifications if they meet the national requirements. These private institutions may therefore be able to teach graduates more niche skill sets and vocational trades. This has however caused a fierce backlash from those opposing the reform. Jeremy Corbyn, head of the Labour party, told MPs in the House Commons that the conservative government are ‘penalising students’ and are implementing a ‘tax on learning’ This announcement has frustrated many students who faced previous tuition fee raises back in 2012. Their tuition fees shot up from £3000 to around £9000, despite promises from the then coalition leader Nick Clegg. The Liberal Democrat leader faced public humiliation after pledging that ‘not only will we oppose any raising of the cap, we will scrap tuition fees for good.’ This student cohort now has on average, over £44,000 worth of student debt credited to their name when they leave university. This plan to raise tuition fees comes months after the Conservative government decided to cut maintance grants in the academic year beginning in 2016/2017. This means that financial assistance, based on support applications via Student Finance, will no longer be available to the most economically vulnerable students. They are instead now eligible for a higher loan amount. Many believe that this system in increasing tuition fees will not solve the problem of people not paying back their student loans. Instead, it will create a divide between those who can afford higher education and those who simply cannot. A wider effect this change has on society is where it leaves those who cannot afford to go to university. Thousands of students relied on their government grants to support them through their studies, with many working alongside their degree to fund their education. Without the

The Conservative government confirms tuition fees will be raised from £3000 to £9000.

The Liberal Democratics pledge to abolish tuition fees and stop the Conservatives raising the fee cap. Student protests take place.

2012

2013

Maintance Grants will no longer be available to students applying for university.

2016

MPs announce plans to lift the cap on tuition fees based on ranking statistics.

2017

support of the government many will no longer be able to attend university, limiting their job perspectives and educational development. This therefore has a ripple effect into wider society where the elite are only able to attend university; further marginalising the working class and restricting social mobility. London has been the epicentre for student protests over recent years. Many have challenged the conservatives cuts and policy changes, with some arguing that this rise in student fees in another conservative tool to stretch further the austerity gap. The 2012 tuition fee hike has seen many university courses dropping their entry requirement for courses to allow for more students, and in turn, higher funding. This therefore increases class sizes, graduates entering the market place with a degree and pressures on affordable accommodation surrounding the university. These economic effects therefore ripple into wider society and impact those outside of student communities. Many involved within the education sector wonder where these caps will stop and when the UK government will be transparent in their reasoning for taxing those seeking higher education. TREND PREDICTIONS • Some experts believe this reform could see another phase of student rebellion mirroring that of the Punk era in the 1970’s. Many young creatives in the UK are battling the Conservative government and are using creative platforms like fashion, art, independent publishing, music and literature as platforms to express their anguish. • Frustration at traditional educational institutions could see a cohort of students creating their own skill based communities. • Private companies like Google could establish their own educational institutions changing the way young students experience education. This could reform the way students are taught, tested and prepared for entering work environments.

LIST OF ILLUSTRATIONS

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