[GR604] Playboy: Visual Strategy Guide (Student Project)

PLAYBOY REBRANDING PROCESS

ABOUT PLAYBOY

VISUAL STRATEGY GUIDE

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VISUAL STRATEGY GUIDE

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PLAYBOY REBRANDING PROCESS

ABOUT PLAYBOY

VISUAL STRATEGY GUIDE

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VISUAL STRATEGY GUIDE

TABLE OF CONTENTS

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TABLE OF CONTENTS

ABOUT PLAYBOY

01

02

ABOUT PLAYBOY

BRAND TONE EVOLUTION

6–7

20–21

OUR STORY

WHAT WE WERE BEFORE

8–11

24–25

OUR TIMELINE

WHAT WE WILL BE

12–13 OUR MISSION 16–17 BRAND KEYWORDS

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AUDIENCE PROFILES

BRAND COMPETITOR

28–37

40–41

PERSONAS

CURRENT COMPETITORS 42–43 ADJACENT COMPETITORS 44–45 ASPIRATIONAL COMPETITORS

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VISUAL STRATEGY GUIDE

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TABLE OF CONTENTS

ABOUT PLAYBOY

01 ABOUT PLAYBOY 6–7 OUR STORY 8–11 OUR TIMELINE 12–13 OUR MISSION 16–17 BRAND KEYWORDS

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VISUAL STRATEGY GUIDE

OUR STORY Everything started with a woman named Marilyn Monroe.

Those roots took hold in 1953 in a Chicago apartment when Hugh Hefner set about starting his own magazine after being denied a $5 raise as an Esquire copywriter. He raised $8,000 to produce Playboy's first issue. It sold 54,000 copies, and the magazine was an instant hit. As its popularity grew, Playboy tried to maintain an air of sophistication, with fiction from authors like John Updike and Vladimir Nabokov bumping up against topless centerfolds. Despite helping spearhead the 1960s sexual revolution, Playboy felt the heat from newer, racier publications like Penthouse, later, Hustler. Hugh Hefner briefly toyed with more explicit pictorials but chose to stick with a more tasteful approach. Heading into the 1970s, an estimated one-fourth of college men bought Playboy. The company went public in 1971, and the magazine's circulation peaked in 1972 at more than 7 million. But those glory days are long gone.

The proliferation of online pornography like Maxim and FHM severely weakened Playboy. Debt of $115 million prompted Hefner's buy out of the company is stock. The brand has now shifted its energy toward licensing mansions and even bedsheets around the world especially in growing markets in Asia. Sure, it's a far cry from nudes and Nabokov, but Hefner's betting the bunny never loses her appeal.

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ABOUT PLAYBOY

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VISUAL STRATEGY GUIDE

OUR TIMELINE In order to move forward, we need to take a look at our storied past.

Hefner launched Playboy's first issue with one of the most recognizable starlets of film is in the golden age gracing Marilyn Monroe the naked, the truth about Marilyn Monroe's famed appearance on first Playboy cover. The iconic blonde bombshell never actually posed for the magazine at all.

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OUR TIMELINE

ABOUT PLAYBOY

1953

1954

FIRST ISSUE

PL AYBOY LOGO

The first issue sells over 50,000 copies.

Hefner begins to make waves with his new magazine which, as of its second issue, features its now-iconic rabbit logo.

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VISUAL STRATEGY GUIDE

1969

1978

DIPS A TOE INTO TELEVISION

HOLLYWOOD SIGN

Hefner hosts his weekly talk show, Playboy After Dark.

1971 RE ACH A PE AK Playboy Enterprises goes public and the brand becomes a publishing, modeling, merchandising media empire. The magazine is capping out at seven million issues sold a month and over 900,000.

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Hefner raises funds for the restoration of the Hollywood Sign.

OUR TIMELINE

ABOUT PLAYBOY

2017 REVERSES NUDE BAN A year after pledging to ban nudity from its pages, Playboy magazine has done a U-turn and reintroduced nudes.

2017

2020

HUGH HEFNER DIES AT 91

STOPS PRINT MAGAZINE Playboy will no longer be putting out its quarterly print magazine in light of coronavirus isolation.

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VISUAL STRATEGY GUIDE

OUR MISSION

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OUR MISSION

ABOUT PLAYBOY

Playboy ’s new mission is to help men pursue pleasure that is positive, enjoyable, or worth seeking, and live their best life.

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VISUAL STRATEGY GUIDE

“Life is too short to be living somebody else’s dream.”

—Hugh Hefner

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ABOUT PLAYBOY

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VISUAL STRATEGY GUIDE

BRAND KEYWORDS These three keywords summarize the concept of the brand. They will be used in brand development.

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BRAND KEYWORDS

ABOUT PLAYBOY

First keyword

POSITIVE

We are pursuing a positive attitude and taking positive action. We encourage men to constantly improve themselves and their lives.

Second keyword

ENJOYMENT

We value enjoyment and we are devote to the pursuit of fun. We pay attention to the quality of entertainment, we are determined to help our audience enjoy their life.

Third keyword

EXQUISITE

Before, the magazine focused only on visual graphics, offering shallow satisfaction for audiences but now we have expanded what we provide ideas and activities so that they experience more than just physical pleasure.

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VISUAL STRATEGY GUIDE

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TABLE OF CONTENTS

BRAND TONE EVOLUTION

02 BRAND TONE EVOLUTION 20–21 WHAT WE WERE BEFORE 24–25 WHAT WE WILL BE

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VISUAL STRATEGY GUIDE

WHAT WE WERE BEFORE Playboy used to show nude photos of women to please men.

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WHAT WE WERE BEFORE

BRAND TONE EVOLUTION

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VISUAL STRATEGY GUIDE

We are no longer confined to only sex, we are ready for something positive, enjoyable, or worth seeking.

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BRAND TONE EVOLUTION

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VISUAL STRATEGY GUIDE

WHAT WE WILL BE Playboy will focus on men's spiritual and help men live an exquisite life.

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WHAT WE WILL BE

BRAND TONE EVOLUTION

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VISUAL STRATEGY GUIDE

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TABLE OF CONTENTS

AUDIENCE PROFILES

03 AUDIENCE PROFILES 28–37 PERSONAS

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VISUAL STRATEGY GUIDE

PERSONAS persona is a collective of traits that define a typical audience member. By identifying archetypal personas' interests, need, and goals, reflect a particular core motivation.

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PERSONAS

AUDIENCE PROFILES

40 to 50

Around 30

Under 30

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VISUAL STRATEGY GUIDE

BACHELOR 1.

Chris is from China. He used to work as a car repairman in San Diego. Currently, Chris works in a Chinese restaurant as a chef assistant, because his English is not good enough.

2.

Chris was in a language school, because of his family business went bankrupt, Chris was forced to drop out of the school to find jobs for living in the US.

3.

Chri is very introverted to meet new friends because he is shy.

4.

Chris doesn't like to hang out with his friends, he is not a social guy.

5.

He drinks beer every day, work in a kitchen is stressful.

6.

Deeply inside Chris wants to find a girlfriend, cause he is not in a relationship for a while.

7.

Chris likes watching TV shows, while occasionally playing dating software, behind the internet people can not see his real personality.

CHRIS Chinese 50 years old Chef assistant San diego

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PERSONAS

AUDIENCE PROFILES

ELIGIBLE BACHELORS 1.

After years of hard work and smart decision. Jack became a well-liked and respected investment banker in New York.

2.

He doesn't want marriage to bother him. It may relate to his parent's failed marriage.

3.

Jack likes to go to cocktail parties or casinos where he can relax get rid off the stress from work.

4.

He is a flirt, a smooth talker. Jack knows how to deal with girls. Because he dated many girls.

5.

Jack is an art collector, he collects paintings. He knows the permanent value of paintings.

6.

Jack hooked up with an English journalist, she was attractive and bright. They met in a typical New York fashion at a gallery opening. But who knows the end, it is the love in Manhattan.

7.

During the weekend, he likes to play golf, watching the news and stocks every morning. Jack also has his

JACK

yacht, and it is the most pleasant time for him to invite friends to spend the weekend at sea.

American 42 years old Investment banker Manhattan

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VISUAL STRATEGY GUIDE

THOUGHTFUL HUSBAND 1.

His hold family moved to Australia five years ago because his father got a promotion to Australia.

2.

Seyar has a decent job, he was graduated from business college. Two years ago.

3.

His wife is from India. Because they speak the same language after all.

4.

Seyal would rather stay in his study and read during his free, he could get rid of noise from work.

5.

When on the weekend he will drive his wife to a picnic because he wants to make his family be happy.

6.

Everyone thinks they are a happy couple. Because Seyal is a sweet guy, he knows how to take care of friends and family. He has a sense of humor, and also romantic.

7.

Seyar doesn't like to talk about children, he knows he couldn't have any babies.

8.

SEYAR India 36 yeas old Businessman Brisbane, AUS

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Seyar was married for two years, everyone knows he is such a nice husband. Only his wife knows his impotent problem, and that is the reason why they can't have a baby after two years of marriage.

PERSONAS

AUDIENCE PROFILES

THE MILLENNIALS 1.

After graduating, Samantha worked in an advertising agency, and she found what she really want is work free. Lately, she set up her studio, become a freelance photographer.

2.

She loves photography her girl, she thinks that the most beautiful model in the world is her girlfriend.

3.

Next month, she will also host her first photography exhibition, because someone found her works has big value in the future. The exhibition calls The The Body I Love in downtown.

4.

Samantha hopes one day her photos can be displayed in magazines. She also has a dream to publish her work on Playboy's page, because she likes to share beautiful things and her girlfriend is the fantasy figure.

5.

Samantha discovered the beauty of the female body.

She often uses it in her photos. As a woman, she doesn't think showing nudity is a shame.

6.

SAMANTHA American

She loves to share pretty things and fight for women free because she is a feminist.

7.

Samantha likes to hang out with friends in Castro during the week, she loves parties.

36 years old Photography San Francisco

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VISUAL STRATEGY GUIDE

BIG BOY 1.

After graduating from the Conservatory, Max went to the United States as an exchange student for one year.

Because he likes to travel the world.

2.

Currently, he runs a recording studio with friends in Copenhagen, this is his dream.

3.

He published a house music album on Spotify, therefore he can gain famous perhaps.

4.

Max likes to go to parties, music festivals and watch live show. Sometimes he even hosts his mini-concerts.

He enjoys the cheerful with friends and music.

5.

Max just broke up with his girlfriend because he cheated on an American girl he met at a concert.

Unfortunately, this is not the first time he broke up because of cheating.

6.

He also likes playing social software. Among his Instagram friends, you can find beauty and the most popular online bloggers in the world. Because he likes the feeling surrounding by girls.

MAX

7.

also a famous Instagram blogger. His music video hits

Danish 31years old Musician Denmark

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Max is a handsome and talented charming boy. Max is over 10,000. Without a doubt.

8.

Max has never been serious about the relationship because marriage is not what he wants.

PERSONAS

AUDIENCE PROFILES

PARTY MONSTER 1.

Kyle lives a wealthy life because he was born into a wealthy family. His father was a well-known Hollywood producer and his mother was a model.

2.

Kyle lives in a mansion at Beverly Hills, which was a birthday gift from his father.

3.

Kyle makes professional music because he was studied at the Musicians Institute in LA and got his bachelor's degree in music production.

4.

He works as a DJ in a Hollywood club, Four days a week. The owner appreciates his talent, he is the most popular Dj in the club.

5.

Kyle's friends haven't seen the same girl with him for more than 2 months. Kyle has more than 30 girlfriends.

Currently, he is dating a model from Brazil.

6.

If you want to have fun, try to be friends with Kyle, he loves to party. He is a famous party hostess.

7.

KYLE American

Some people think Kyle is a spoiled boy, surrounded by girls. Even though Kyle has a lovely personality, well Kyle can be really helpful sometimes and he never refuses friends.

30 years old DJ Los Angeles

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VISUAL STRATEGY GUIDE

HOMEBODY 1.

When it is free he likes to invent some interesting programs, David has a passion for what he is doing.

He developed a mobile game with friends before but it was not very successful.

2.

He is a master of computer games, he plays every day.

3.

He is a talented programmer. But his friends think he is weird, and sometimes he behaves a little creepy because sometimes he behaves is not normal.

4.

David has two adorable ragdolls, he is the one who called cat people.

5.

As David can remember the only relation he had was the only night in a party back to college, when everyone was drunk he kissed a girl, that was his first kiss, when he woke up she was gone. after that David never had any girls, maybe he should not spend too much time on the computer.

6.

David likes to sit back in the corner in a strip club, only a few drinks and he just left, he doesn't want atention

DAVID British 27 years old Programmer London

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just the show.

7.

Of course, he longs to be loved. But he is too shy to talk with girls even the waitress, so sometimes he will use online resources to satisfy his desire.

PERSONAS

AUDIENCE PROFILES

ENERGETIC 1.

Allen's mom takes care of him, cause she is a fulltime mom. His father was a businessman who often traveled for a long trend.

2.

School life seems pretty easy and fun. Allen ran to the park for skating with his friends every day after classes.

3.

At the weekend he will play computer games all night long cause there is no homework during the weekend.

4.

Sometimes Allen's mom will call their nanny Kim to take care of Allen for a while, she has time hanging out with her friends. Kim is an attractive young girl, she has been taking care of Allen since he was six.

5.

Allen loves extreme sports and often participates in skateboarding. Sports make him happy, and this is also a way he thinks to attract girls.

6.

However, Allen has never been in love, even though there were girls who had a crush on him, but he never dares to tell those girls his love, because he is a shy young boy.

ALLEN American

7.

Sometimes, he will join his friend's home party to take a sip of some cocktail. He is a grown boy who is willing to experience everything.

19 years old Full-time student Miami

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VISUAL STANDARDS GUIDE

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TABLE OF CONTENTS

BRAND COMPETITOR

04 BRAND COMPETITOR 40–41 CURRENT COMPETITORS 42–43 ADJACENT COMPETITORS 44–45 ASPIRATIONAL COMPETITORS

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VISUAL STANDARDS GUIDE

CURRENT COMPETITORS Playboy current competitors are magazines that also use women photos for men's entertainment. However, some of those competitors are no longer competitive.

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CURRENT COMPETITORS

BRAND COMPETITOR

Penthouse is a men's magazine founded

It exclusively features female stars of the adult

Swank magazine changed to include hardcore

by Bob Guccione. It about lifestyle articles and

film industry. Branding itself as "The Home of

sex, there are also a series of DVDs and an official

softcore pornographic pictorials that, in the

Porn's Hottest Stars", Genesis features pictorials,

website produced under the Swank name.

1990s, evolved into hardcore.

exclusive columns by adult film stars, interviews, feature articles, movie reviews and news.

Club is a monthly American pornographic

Maxim is an international men's magazine,

Juggs is a softcore pornography adult magazine

magazine which is a spin- off publication of the

devised in the UK in 1995. It prominent for

published in the United States that specializes in

United Kingdom's Club International.

photography of actresses, singers, and female

photographs of women with large breasts.

Club features sexually oriented articles, video

models whose careers are at a current peak.

reviews, and pictorials.

Playgirl is an American magazine that features

High Society is a U.S. pornographic magazine.

InterviĂş Spanish is famous for publishing semi-

general interest articles, lifestyle and celebrity

In addition to hardcore pictorials of nude

nude and nude photographs of the rich and

news, in addition to nude or semi-nude men.

models, it also has feature articles and occasional

famous. It also publishes articles on political, and

celebrity pictorials.

features opinion pieces by famous writers.

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VISUAL STANDARDS GUIDE

ADJACENT COMPETITORS Playboy is trying to take a stand on women's rights and appeal equally across all genders.

And it is will also involve more categories.

For Playboy, the current competition is how to stands out from many similar magazines, bring surprises to the audience. On the other hand, the company needs to reconsider the target, needs of consumers. Playboy distinguishes itself from other cosmetics brands because Playboy has its brand spirit and fighting for it. At the same time, the Playboy brand involves more industries.

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ADJACENT COMPETITORS

BRAND COMPETITOR

After a period of quick and drastic decline during

Vanity Fair is a monthly magazine of popular

the 1990s, the magazine revamped itself as

culture, fashion, and current affairs published

published since 1999. The magazine is printed

a lifestyle-heavy publication under the direction

by CondĂŠ Nast in the United States. The imprint

seasonally and highlights trends in fashion,

of David Granger.

was revived in 1983 and currently includes five

film, music and art. A men's fashion quarterly

international editions of the magazine.

entitled VMAN started as an offshoot in 2003.

The publication focuses on fashion, style, and

Another Man is an international fashion and

Vogue is a fashion and lifestyle magazine

culture for men, though articles on food, movies,

culture menswear biannual. It was launched by

covering many topics including fashion, beauty,

fitness, sex, music, travel, sports, technology, and

Jefferson Hack. Ben Cobb is became Editor-in-

culture, living, and runway.

books are also featured.

Chief in 2015. Creative Director Alister Mackie

V magazine is an American fashion magazine

has been with the magazine since its launch.

it is a British bimonthly magazine dedicated

W is an American fashion magazine published

Fantastic Man is a men's fashion magazine which

to fashion, music, art and youth culture. i-D

by Future Media Group in print and online. W

was launched in 2005. It presents men's fashion

was founded by designer and former Vogue art

features stories about style through the lens of

by detailed interviews with male celebrities and

director Terry Jones in 1980.

culture, fashion, art, celebrity, and film.

intellectuals from many different backgrounds.

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VISUAL STANDARDS GUIDE

ASPIRATIONAL COMPETITORS After the name change, the aspirational competitors are worth analyzing rebranding is a brand that combines fashion and a new lifestyle, abandoning the form of previous magazines and creating a more meaningful life and entertainment activities. Playboy is different from other brands of the same nature because Playboy focuses on improving men's spiritual entertainment and quality of life and it will involve more categories.

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ASPIRATIONAL COMPETITORS

BRAND COMPETITOR

BAZAAR showcases the work of visionary

Medium is an online publishing platform. It is

Instagram is an American photo and video-

stylists, expressive photographers and talented

an example of social journalism, having a hybrid

sharing social networking service owned by

designers, covering what’s new to what’s

collection of amateur and professional people

Facebook, Inc. The app allows users to upload

next. Also, it involve into different industry.

and publications, or exclusive blogs or publishers

photos and videos, which can be edited with

on Medium, and blog host.

filters and organized with tags information.

Snapchat has become known for representing

Burning Man is not a festival! It’s a city where

Tomorrowland is a Belgian electronic dance

a new, mobile-first direction for social media,

in almost everything that happens is created

music festival held in Boom, Belgium. They

and places significant emphasis on users inter-

entirely by its citizens, who are active participants

believe in enjoying life to the fullest without

acting with virtual stickers and augmented

in the experience.

having to compromise everything.

reality objects.

Disney Company is to inspire people around the

Warner Bros. Entertainment Inc., is an American

Netflix is an American media-services provider

globe through the power of unparalleled

diversified multinational mass media and

and production company. Company's primary

storytelling, reflecting the iconic brands, creative

entertainment conglomerate headquartered

business is its subscription-based streaming

minds and innovative technologies that make

at the Warner Bros.

service and television programs, including those

ours the world’s premier entertainment company.

produced in-house.

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VISUAL STANDARDS GUIDE

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BRAND COMPETITOR

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VISUAL STANDARDS GUIDE

COLOPHON INSTRUCTOR Hunter Wimmer GR 604 Nature of Identify TYPOGRAPHY Myriad Pro Big Caslon FB DESIGN River Liu SOURCES https://www.freepik.com/home https://unsplash.com/s/photos/bachelor-parties https://www.google.com/ weibo.com https://www.behance.net DISCLAIMER This is a student project, is meant to be transformative in nature and created in the spirit of academic fair use.This book is not represent the parent brand in any way.

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BRAND COMPETITOR

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VISUAL STANDARDS GUIDE

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