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DESIGN BRIEF | GRAPHIC DESIGN 3 | SPRING 2011

9F

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BASIC MAGAZINE INFO

PUBLICATION NAME ALOFT

THE MEANING BEHIND “ALOFT” We wanted to create a magazine for urban, city dwellers who simply live a “loft” lifestyle.

TRIM SIZE LULU’S A4 – 8.264 X 11.694

CONCEPT We are not your normal popular culture magazine. Focusing on blending the latest sophisticated trends, popular art, entertainment and technology, as seen through the eyes of the urban dweller, we have taken this magazine to the next level. Our goal is to show the vernacular culture in this constantly changing, modern environment and bring to life the ideas and perspectives which permeate the everyday lives of society.

DESIGNERS Danielle Aldrich Farah Firman Morgan Stephens Kenzie Tubbs

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DEFINED WORDS CULTURAL: cultural // adj. 1. Of or relating to culture or cultivation. cultur·al·ly adv. 2. Of or relating to the arts and manners that a group favors; “cultural events”; “a person of broad cultural interests” 3. Of or relating to cultural - denoting or deriving from or distinctive of the ways of living built up by a group of people; “influenced by ethnic and cultural ties

URBAN: 1. Of, relating to, or located in a city. 2. Characteristic of the city or city life. [Latin urbnus, from urbs, urb-, city.] 3. (Social Science / Human Geography) of, relating to, or constituting a city or town2. (Music / Pop Music) (of music) emerging and POPULAR CULTURE:

developing in densely populated areas of large cities, esp those

The prevailing vernacular culture in any given society,

populated by people of African or Caribbean origin

including art, cooking ,clothing, entertainment, films, mass media, music, sports, and style.

CHIC: adj. chic·er, chic·est

It is the totality of ideas, perspectives, attitudes, images and

1. Conforming to the current fashion; stylish: chic clothes; a chic boutique.

other phenomena that are deemed preferred per an informal

2. Adopting or setting current fashions and styles; sophisticated: chic, well- dressed young executives.

consensus within the mainstream of a given culture, especially Western culture of the early to mid 20th century and the

n.

emerging global mainstream of the late 20th and early 21st

1. The quality or state of being stylish; fashionableness.

century. Heavily influenced by mass media, this collection of

2. Sophistication in dress and manner; elegance.

ideas permeates the everyday lives of the society.

SOPHISTICATED: 1. Having acquired worldly knowledge or refinement; lacking natural simplicity or naiveté. 2. Very complex or complicated: the latest and most sophisticated technology. 3. Suitable for or appealing to the tastes of sophisticates: a sophisticated drama.

1. having refined or cultured tastes and habits 2. appealing to sophisticates a sophisticated restaurant 3. unduly refined or cultured 4. pretentiously or superficially wise 5. (of machines, methods, etc.) complex and refined sophistication.

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TO SUGGEST

URBAN LIFESTYLE MODERN LIFESTYLE SLEEK STYLISH CHIC EMERGING TRENDS CULTURAL INSPIRATION MOVEMENT & CHANGE ART & DESIGN NEW EXPERIENCES PHOTOGRAPHY CLEAN DESIGN CHANGE IN TECHNOLOGY SOPHISTICATION FRESH IDEAS SOCIAL UPSCALE LIVING ENVIRO-CONSCIOUSNESS THE CURRENT GOOD TASTE

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TARGET DEMOGRAPHIC

The target demographic group that would be more than likely to pick up our magazine and find it fitting their personality, lifestyle and taste would be a male or female between the ages of 25-35 years old. This age range allows for the reader to be either a college graduate seeking to create for themselves a sophisticated and modernized life or a successful urban dweller who is always looking to be one step ahead, constantly searching for the most recent advances and discoveries in food, music, technology, transportation and travel. This demographic is interested in it all, always looking towards the future with a fresh and aesthetic point of view. No longer are they interested in the “pop� culture including celebrities, gossip and drama that the majority of the world craves to know about. Both male and female could either be single or married. More than likely, to achieve a their goal of being up to date with the latest pop culture, a married couple would be a better target audience due to their financial stability. This does not rule out though, the successful single male or female wanting to independently live their life.

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TARGET DEMOGRAPHIC

TARGET AUDIENCE: KATE Kate is a 26 year old, single female and a recent graduate from NYU. She received her degree in Architecture and is currently finishing up her Masters Degree. Kate grew up in the small community, Thompson, a town in Sullivan County, New York and attended private school for the majority of her childhood. After she completed her degree she instantly packed up her life and began a new and exciting one in the heart of the New York City. Kate saved up her money for years in order to be able to live the quality of life she always dreamed about independently. Her savings landed her a great one-bedroom townhome at 845 West End Avenue right in the middle of the city. She opted not bring her car with her or purchase a new one once she moved in order to experience the culture of a city where everyone walks or takes the subway. On the weekends, Kate enjoys grabbing a cocktail at the local upscale bar, Travertine, with her group of girlfriends. When she is not out with her friends or working late in the evening on a design, Kate is out enjoying the nightlife and music of today’s local artists. She is always looking for new and interesting indie bands and artists to listen to along with the latest trends and styles when it comes to apparel. Her style is a sleek and professional one. She not only enjoys shopping at stores such as J. Crew and Anthropology but from time to time treats herself by shopping at the local couture boutiques. She is also a big movie guru and has an overwhelming collection of the old classics such as Breakfast at Tiffany’s along with the abundance of new films of today. It is difficult for Kate to find time in her chaotic life, but when she has a few days to breathe, Kate loves to go on weekend excursions with her girlfriends to Lake Placid for a spa treatment or New Jersey to experience their exciting nightlife. Kate has found that she is constantly on her iPhone or iPad. When it comes to technology, she not only has to be but also wants to be ahead of the game; therefore she is always keeping up with the constantly changing technology environment. Overall, Kate is an independent successful architect, always thinking about the future.

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TARGET DEMOGRAPHIC

TARGET AUDIENCE: JACK Jack is a successful designer living in Kansas City, MO. He graduated from the University of Kansas, double majoring in graphic design and business. He now owns his own design studio in downtown Kansas City, MO. Jack began as an independent designer doing freelance work until he married a few years ago. Together they renovated and restored their downtown loft in the Power and Light District. Jack has a passion for blending together the striking contrast of modern design and vintage, therefore he has created his own unique sense of style with the latest trends and designs. Jack is very interested in style and loves shopping. He is very eco-friendly and you can find him taking his Toyota Prius shopping at places such as IKEA or spending a weekend evening walking the streets of downtown Kansas City, touring the art galleries on First Fridays, when he’s not busy designing. Jack is also adamant on staying in shape and eating extremely healthy foods. Some of his favorite places to shop include Whole Foods Market, Constantino’s Market and he has even become interested in purchasing healthy, all natural food from online stores. Occasionally, when the weather is nice he makes a trip to his local farmer’s market for fresh fruit and vegtables. He is constantly on the go, whether he is doing freelance work , designing at his firm or taking a spur of the moment vacation to Cozumel. Jack is a “live in the moment” kind of guy, always looking to be one step ahead, constantly searching for the most recent advances and discoveries in food, music, technology, transportation and travel. He has lately begun listening to Kate Nash, Duffy, Florence and the Machine and you can find him reading magazines such as ID, Print and Front Desk on occasion. The best way to describe Jack is as the today’s modernized Energizer Bunny.

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AUDIENCE RESPONSE

WHAT WILL THE AUDIENCE RESPOND TO IN TERMS OF EDITORIAL, DESIGN AND ILLUSTRATION COMPONENTS? Aloft’s audience includes college graduate seeking to create for themselves a sophisticated and modernized life along with the successful urban dweller who is constantly looking to be one step ahead, always searching for the most recent advances and discoveries in food, music, technology, transportation and travel.

We have written each article in a way that is both simple, yet holds the interest of the reader. Our style of writing is sophisticated but has a fun informal tone about it compared to a variety of other magazines of the same genre. Our goal is to engage our readers and inspire them to reach out and take that next step in their life. With our target audience being fiancially stable, we have written this magazine knowing that this ‘lifestyle’ is within reach. Besides being a sophisticated magazine, we worked to blend together stories of various topics in hopes to interest our readers in many different ways while still remaining organized, sleek and modern throughout the magazine.

When it comes to the design of Aloft, we want the audience to focus on the imagery of real life people, places and things that we have provided. This magazine is designed to capture the ‘loft lifestyle’ by incorporating imagery and design relating to today’s real life experiences. With the use of a modern color palette, sans serif typefaces, we have maintained a clean and organized magazine targeting a specific demographic of the artistic urban dwellers. We have steered clear of the common “popular culture” magazines, filled with an overwhelming amount of information about celebrities and their personal lives. Using our grid, we have simplifed and edited out excess infromation the reader is not interested in reading and used the space to draw attention to imagery and type which attracts our target demographic. Overall, popular culture will be transformed into a modernized and CLEAN / SIMPLE / MODERN / TECHYWHITE SPACE / MINIMAL / FRESH / URBAN

sophisticated topic for those who wish to learn about culture as it continues to evolve.

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VISUAL SOURCES

Overall, our visual resources came from a variety of magazines, stores, and events. Everything we chose to work with as inspiration work well with the concept of modern, sophisticated living in an urban environment. Our goal was to try and include a variety of elements which would appeal to the post-graduate seeking to create for themselves a sophisticated and modernized life or a successful urban dweller who is always looking to be one step ahead, constantly searching for the most recent advances and discoveries in food, music, technology, transportation and travel. We wanted to use visual sources which would fit our demographic who is interested in it all, always looking towards the future with a fresh and aesthetic point of view. | retail inspirations |

| internet / places / events |

| magazines |

ikea

ted talks

martha stewart living

urban outfitters

first fridays

“MODERN MARTHA�

antrhopologie

downtown kc & nyc lofts

print

etsy

power and light district

id

crate and barrel

W

sephora

More Body and soul Glamour REAL SIMPLE IKEA COOKBOOK

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MAGAZINE CONTENT

beginning process SPACES AND PLACES

final content FEATURES

1. Designer spaces:

NIGHTLIFE & ENTERTAINMENT | FIRST FRIDAYS

Feature: Loft living

DESIGN SHOPPING & TECHNOLOGY |URBAN SHOPPING: ANTHROPOLOGIE

2. home design tips, Renovations, interior trends Sustainable design: Feature: shipping box house 3. smart design today’s newest organization trends

WELLNESS | HEALTHY FRUITS FOR A HEALTHY LIFESTYLE SPACES AND PLACES | TOY STORIES DEPARTMENTS BUCKET LIST 16 THINGS WE LOVE HERBS

DESIGN SHOPPING AND TECHNOLOGY

MODERN + VINTAGE

1. Great finds (similar to Martha’s “good things”) design finds! (clothing, decor, etc.) 2. Gizmos and gadgets the gadget of the month: best of the best WELLNESS 1. why going green? Feature: above ground growing: rooftop growing Feature: Fresher than fresh snowcones: Lindsay Laricks 2. Do it yourself meals and easy how to’s 3. Body and soul: Yoga, pilates, fitness

NIGHTLIFE AND ENTERTAINMENT 1. The urban design scene Nightlife Drinking, dining and dessert Entertainment: concerts, galleries, museums 2. spotlight event: first Friday/sundance festival

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COLOR PALETTE

C: 15 M: 0 Y: 100 K: 0

C: 3.56 M: 3.39 Y: 11.3 K: 0

C: 83.25 M: 12.23 Y: 49.4 K: 0.2

C: 66 M: 46 Y: 40 K: 29

C: 4 M: 76 Y: 90 K: 12

C: 22.41 M: 7.48 Y: 19.4 K: 0

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PALETTE: ILLUSTRATION

12 3 9F

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image

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PALETTE: IMAGERY

IMAGERY / INSPIRATION

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MOODBOARDS

PLACES / SPACES / ARCH. / OBJECTS / PPL

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MOODBOARDS

TYPE ELEMENTS / OVERLAYS/ MAG. LAYOUTS

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çÓF

KLSXm nvwx: CDHJ2GHJ

G

GEOMETRIC / SHAPES / TEXTURE ELEMENTS

MOODBOARDS

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LOGO

Tall “a” represents the height of city the triangle form has the feel of loft roof geometric, sleek and modern design forward/upward pointing as in futurist

C:15 M:0 Y:100 K:0

BANK GOTHIC MEDIUM UNIVERS LIGHT

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Dingbats 2.0 Stars Flowers OT Dingbats 2.0 Mixed Forms OT lime, turquoise, blue or red OUTLINED (NO PARTICULAR SIZE)

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DEAPRTMENT STYLE GUIDE

DEPARTMENT FLAG

BANK GOTHIC MEDIUM 12 PT

| BODY & SOUL

going green / herbs

BANK GOTHIC LIGHT 12 PT 1PT STROKE

DEPARTMENT TITLE

UNIVERS ULTRA CONDENSED 55PT 6 PT RULE UNDERNEATH LEFT ALIGNED

DEPARTMENT SUBTITLE

FF SCALA ITALIC 17 POINT ANY COLOR

DEPARTMENT BODY TEXT

TITLE Amazing hard-to-find goodies. That we just found. For you.

FF SCALA 9PT

Furnishings through its stores, catalog, and website. Exclusivity and

14PT LEADING

uniqueness are the watchwords for the company. Buyers travel through-

TABBED OVER FROM SUBTITLE

out Europe, India and the Far East to find inspiration for limited quantity designs and rare one-of-a-kind items and teak British colonial sleigh bed.

DEPARTMENT CAPTIONS

UNIVERS 6 BOLD 9PT

ABOVE: Customers at Grange are greeted by

UNIVERS 55 ROMAN 9 POINT

the chef during a weekend lunch gathering. Even when busy, Grange provides customers with a friendly atmosphere and modern environment at a resonable price.

FOLIO

BANK GOTHIC MEDIUM & LIGHT 9PT

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ALOFT IN ORANGE

ALOFT | MAY 2011 / 09 /

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DEAPRTMENT EXAMPLE

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FEATURE STYLE GUIDE

FEATURE FLAG

BANK GOTHIC MEDIUM 12 PT

| FIRST FRIDAY

BANK GOTHIC LIGHT 12 PT 1PT STROKE

FEATURE OPENER HEADLINE FEATURE OPENER INTRO TEXT

ANY SIZE AND STYLE UNIVERS ANY COLOR ANY EFFECT

FF SCALA CAPS FOR FIRST LINE THE REST IS FF SCALA LEFT ALIGNED 12 PT

HEADLINE Retailers are constantly striving to distinguish themselves from the competition. One way to do this is by targeting a specific audience. With addresses in swank locations such as Beverly Hills, Santa Monica, Santa Barbara and Atlanta’s Buckhead, Anthropologie caters to the upscale customer who doesn’t want to wear the same.

FEATURE BODY TEXT

FF SCALA 9PT

Furnishings through its stores, catalog, and website. Exclusivity and uniqueness

14PT LEADING

are the watchwords for the company. Buyers travel throughout Europe, India and the Far East to find inspiration for limited quantity designs and rare one-of-a-kind items. Within the store are Indian hand-beaded picture frames, a hand-painted floral sconce based on a 1940s Italian original, glazed Japanese ceramics, and a rattan.

FEATURE PULL QUOTE

UNIVERS 47 LIGHT CONDENSED 20 PT TRADE GOTHIC QUOTES 60PT

FEATURE CAPTIONS

THEY HAVE FOUND A NICHE THAT DEFIES THE MASS MARKET TASTE.

UNIVERS 6 BOLD 9PT

ABOVE: Customers at Grange are greeted by

UNIVERS 55 ROMAN 9 POINT

the chef during a weekend lunch gathering. Even when busy, Grange provides customers with a friendly atmosphere and modern environment at a resonable price.

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FEATURE OPENER EXAMPLE

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FEATURE EXAMPLE

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COVERS

FINAL COVER AT 50%

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GRID

FINAL GRID AT 50% top gutter: 1p8

hangline

gutter: 1p

column: 3p8

inside gutter: 4p6

outside gutter: 2p6

baseline: 4p6 column: 2p11

SPECIFICATIONS

page dinemsion: 8.264” X 11.694” spread dinemsion: 16.528” X 11.694”

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THUMBNAILS

SPREAD THUMBNAILS

back cover: Kenzie

Kenzie

front cover: Morgan

Farah

Kenzie

Farah

Kenzie

Kenzie

Danielle

Danielle

Danielle

Danielle

Kenzie

Kenzie

Kenzie

Farah

Danielle

Morgan

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THUMBNAILS

Kenzie

Kenzie

Danielle

Danielle

Danielle

Danielle

Farah

Farah

Morgan

Farah

Farah

Morgan

Morgan

Morgan

Morgan

Kenzie

Farah

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THUMBNAILS

Farah

Danielle

Morgan

Kenzie

Danielle

Kenzie

Danielle

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DIVISION OF LABOR

danielle aldrich

Sneak Peek: Keegan Meegan Department: 16 Things We Love Feature: Urban Shopping: Anthropologie Advertisement: iPhone Advertisement: Urban Outfitters Advertisement: Anthropologie Design Brief

farah firman

Table of Contents Department: Herbs Feature: Healthy Fruits For a Healthy Lifestyle Advertisement: iomega Advertisement: Adidas Design Brief

morgan stephens

Cover (Front) Contributors Page Department: Modern + Vintage Feature: Toy Stories Advertisement: Starbucks Advertisement: Urban Outfitters Design Brief

kenzie tubbs

Cover (Back) Subscription Page Department: Bucket List Feature: First Friday Mission Statement Advertisement: Ted Talks Advertisement: Starbucks Advertisement: PUR Water Design Brief

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Kenzie Tubbs' Design Breif  

Kenzie Tubbs' Design Breif

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