GR 604_Student Project_Spring 2024_Visual Strategy Guide

VISUAL STRATEGY GUIDE

Table of Contents

Who We Are

This chapter introduces the existing Life brands. Understanding the past life can better explore the soul of the brand.

History

Life magazine, a trailblazing publication that spanned from 1883 to 2000, left an indelible mark on the world of journalism. Transforming from a general-interest magazine into the first all-photographic American news magazine in 1936 under Henry Luce’s stewardship, Life became a cultural touchstone. Life’s pages were graced with iconic photographs, capturing pivotal moments in history and human experience. From wartime images to the Civil Rights Movement, Life’s visual storytelling defined an era.

Life appealed to the general public, including men and women of different age groups, socio-economic backg rounds, and geographic locations across the United States. Its compelling visual storytelling and diverse content catered to a broad spectrum of interests and tastes.

The Berlin Wall bore the shadowy silhouettes of West Berliners waving to their relatives on the unseen, Eastern side of the Wall in December 1962.

Photo by Paul Schutzer

LIFE Timeline

1883

Life was founded on January 4, 1883, in New York City. It’s founded as a general-interest and light entertainment magazine, featuring illustrations, jokes, and social commentary.

1918

Charles Dana Gibson becomes the editor and owner of Life magazine after the death of John Ames Mitchell.

1936

Time Inc. founder Henry Luce buys Life magazine solely for its title and drastically redesigns the publication. Life becomes the first all-photographic American news magazine, setting a new standard in photojournalism.

1945

Alfred Eisenstaedt’s iconic photograph of a nurse in a sailor’s arms, taken on V-J Day in Times Square, is published in Life magazine.

The First issue of Life Charles Dana Gibson

The First issue of redesigned magazine

Photograph of a nurse in a sailor’s arms

The last issue of Life

1978

2004 1990s

Present 2000

1950s—1960s

Life magazine reaches the peak of its popularity, with a circulation of over 13.5 million copies per week. It becomes one of the most widely read publications in the United States.

1978

Beginning with an October 1978 issue, Life was published as a monthly, with a new, modified logo. Life continued for the next 22 years as a moderately successful general-interest, news features magazine.

1990s

Life’s online presence began in the 1990s as part of the Pathfinder.com network. The standalone Life.com site was launched on March 31, 2009, and closed on January 30, 2012.

2000

George Story happened to die of heart failure on April 4, 2000. The last issue of Life was titled “A Life Ends”, featuring his story and how it had intertwined with the magazine over the years.

2004

Beginning in October 2004, Life was revived for a second time. It resumed weekly publication as a free supplement to U.S. newspapers, competing for the first time with the two industry heavyweights, Parade and USA Weekend.

Present

Life is currently owned by Dotdash Meredith, which owns most former Time Inc. and Meredith Corporation assets.

Our Future

The brand new LIFE is coming to you. LIFE is no longer just a magazine brand, but a symbol that enhances interaction between people.

Our New Mission

Through cultivating empathy, inclusiveness and immersive perspectives, we enable people to expand their horizons so that they may live purposeful and fulfilling lives.

Rebranding Objective

The new LIFE is no longer just a photojournalism magazine that records history, but a window that records the innovation and connections of people in multicultural world. Life can face today’s multicultural or hobby groups by creating editions with different themes. Such as photography enthusiasts, history enthusiasts or emerging cultural groups

Besides, Life could explore opportunities for brand extensions. Such as involving the development of branded merchandise, digital content offerings, and multimedia experiences that complement the core values and aesthetics of the Life brand.

Last but not the least, Life can be corporate with community group that to hold some events, workshops and so on to engaging with more audiences.

To enhance the adhesion between audience and life brand.

Brand Keywords

Brand keywords consist of three descriptive words. These three words fully reflect the brand attributes of the new LIFE and express the development potential and direction of the LIFE brand.

LIFE believes in the power of inclusivity to create vibrant and enriching communities where every individual feels valued, respected, and empowered. It embodies our commitment to embracing diversity in all its forms, from race and ethnicity to gender identity, sexual orientation, ability, age, and beyond.

EMPATHY

LIFE believes that empathy is the cornerstone of meaningful storytelling. It’s what allows us to capture the essence of the human experience, to shine a light on the diverse range of emotions, challenges, and triumphs that shape

IMMERSIVE

LIFE are dedicated to providing immersive experiences that captivate and inspire our customers. Through our vivid narratives, striking visuals, and innovative multimedia features, we invite audiences to embark on a journey of exploration and discovery.

Our Audience

By exploring new user profiles, we can better locate the target audience of new LIFE. New brand, new audience.

The Time Master Xinyi Zhang

Female | 35 | Journalist | Shanghai & Newyork

A - Xinyi often needs to travel between China and the United States and often needs to live in the United States for a period of time. Because she is a Chinese journalist responsible for reporting US news, she needs to have an in-depth understanding of American daily life and culture.

- She likes to takes photos on the streets of the United States with her camera because she wants to record the street culture that is different from China.

B - As a journalist, xinyi is very responsible because she adheres to professional ethics and only does real news reports.

- Xinyi’s family gatherings often discuss recent news happening in society, so Xinyi can always find interesting topics at work.

C - Xinyi’s articles are famous for their unique and tricky angles, which is also due to her keen attention to the details of life.

- Xinyi reads some magazines after work because there are often some excellent photography pictures in the magazines, which let her understand the beauty of the world.

Areas of Concern

a) Broaden cultural perspective

b) Responsibility to society

c) Seeking for experience of life connection

The Folk Photographer Eric Jones

Areas of Concern

a) Broaden cultural perspective

b) Responsibility to society

c) Seeking for experience of life connection

Male | 69 | Retired | Phoenix, AZ

A - Eric likes reading newspapers because he thinks newspapers always have new content for him to learn about.

- Eric’s son’s wife is Asian, so he usually tries to understand some Asian culture, hoping to have something to talk about with his son’s wife at family gatherings.

B - Eric will participate in volunteer activities in the community from time to time because he hopes that the place where he lives will become better and better.

- Eric likes to communicate with other people because he believes t hat other people’s life experiences are unique.

C - Although Eric is not a professional photographer, his work will be appreciated by others because he often participates in local photography competitions and exchanges experiences with people with the same hobby.

- Eric travels a lot, not just for photography, but also for communicating with local people.

The Retro Enthusiast

Areas of Concern

a) Broaden cultural perspective

b) Responsibility to society

c) Seeking for experience of life connection

Bailey Moore

Female | 23 | Student | Los Angeles, CA

A - As a member of the Genz group, Bailey is as keen on trendy things and culture as her peers.

- As a vintage lover, Bailey likes to collect small objects from all over the world because she believes that these can represent different cultures.

B - Bailey sometimes participates in activities of non-profit public welfare organizations with her friends because she wants to contribute to the society.

- Bailey as college student majoring in sociology, the professor asked them to pay attention to daily life and social news to explore new social issues.

C - Bailey often likes beautiful photography pictures on social media because she also wants to learn these composition designs.

- Bailey likes to collect vintage-related items because she thinks vintage culture is cool and makes her unique.

The Social Expert

Areas of Concern

a) Broaden cultural perspective

b) Responsibility to society

c) Seeking for experience of life connection

Gianna Lopez

Female | 48 | Housewife | Seattle, WA

A - Gianna often has guests at her home because she is a well-known organizer in the local community.

- The community where gianna is located has many residents from different places, so Gianna needs to consider their feelings when communicating with them.

B - Gianna is very active in participating in activities because she loves her life and communicating with others.

- Gianna watches social documentaries in her free time because as one of the community organizers, she needs to keep an eye on some current affairs.

C - Gianna will consider holding some handcrafts workshops when organizing community activities because she hopes every resident can feel happy through their own creativity.

- During their days off, Gianna and her family would go to art exhibitions or photography exhibitions because Gianna and her husband believe that exposing children to art will help their development and growth.

The Creative Person

Areas of Concern

a) Broaden cultural perspective

b) Responsibility to society

c) Seeking for experience of life connection

John Collins

Male | 31 | UX/UI Designer | Newyork, NY

A - John often speaks out in support of the LGBTQ+ community because he is one of them. He hopes more media can promote this group.

- John often communicates with people in different fields because it is his job as a UX/UI designer to understand different potential users.

B - John reads new topics on social media every day because it also helps him inspire.

- The reason why John chose to be a UX/UI designer is because he hopes to help people solve the problems they encounter in life.

C - As a designer, Johnson often came up with brilliant ideas because he often attended social events and observed people’s behavior in his spare time.

-As a designer, John often browses picture websites because he always wants to design more attractive visual solutions.

The Historian

Areas of Concern

a) Broaden cultural perspective

b) Responsibility to society

c) Seeking for experience of life connection

Sarah Parker

Female | 45 | Professor | Berkley, CA

A - Sarah is a professor of ancient history at the college, but she is also very interested in modern history because she believes that modern history can better reflect the collision of cultures and is more interesting.

- Sarah is a relatively old-fashion person. But she is willing to try to accept new things. For example, she will be curious about new things she hears from students.

B - She hopes to explore more possibilities of human beings by studying history, which is why she studied history in the first place.

- Sarah often browses news on her mobile phone because she believes that paying attention to real-time information makes her expect more from the world.

C - Sarah recently joined a hobby workshop because she thought it would allow her to meet more people with the same hobby and communicate with them.

-Sarah is a popular teacher because she often listens to students’ worries and confusions

The Little Boy

Areas of Concern

a) Broaden cultural perspective

b) Responsibility to society

c) Seeking for experience of life connection

Max Ng

Male | 5 | Child | Atlanta, GA

A - Max’s father works in a publishing house, so he often brings Max good-looking picture books.

- Max’s favorite toy is assembling cars because he feels a sense of accomplishment every time he assembles a car.

B - Max’s current favorite reading is children’s picture books because he likes his mother to read with him every night before going to bed.

- Max can access news information through YouTube even though he doesn’t understand it. Because he has an Ipad dedicated to watching cartoons.

C - Max likes brightly colored toys because the beautiful colors attract his attention.

- Max likes to go to kindergarden because there is his good friend Henry in the kindergarten.

The Hard-Working Mom

Areas of Concern

a) Broaden cultural perspective

b) Responsibility to society

c) Seeking for experience of life connection

Chunli Wang

Female | 68 | Retired | Fremont, CA

A - Chunli has just arrived in the United States because she is here to visit her daughter and daughter’s husband who are working in the United States.

- Chunli come to the United States to help take care of her grandson because her daughter and son-in-law are quite busy at work.

B - Chunli doesn’t understand English at all, so her usual activity at home in the United States is to watch Chinese TV series or Chinese tik tok on her mobile phone.

- Chunli’s daughter will take her to drive downtown on weekends because Chunli is bored at home.

C - Chunli is not good at reading because her educational level is not very high.

- Chunli has presbyopia, so she has no requirements for reading materials, as long as the characters are large enough.

Our Past

The old LIFE is more realistic and objective. The previous LIFE focused more on the macro world.

Object, Architecture, Texture

Person, Color, Animal

Activity, Chair, Drink

Our Future

The new Life shifts the focus from the macro world to humans. Let people be more empathetic to the diverse world.

Object, Architecture, Texture

Person, Color, Animal

Activity, Chair, Drink

Competitors

Searching and analyzing competitors can not only make the positioning of their own brand clearer, but can also find differences with other brands and analyze potential opportunities in the research.

Current Competitors

Life magazine was a pioneering American publication that had a profound impact on journalism, photography, and American culture throughout much of the 20th century. The following brands compete with current Life in terms of content, culture, commentary, and photography.

Fortune focused on business, finance, and industry news, but also featured in-depth profiles and human-interest stories. It provided competition to Life in terms of editorial content and readership.

Time is a weekly news magazine which covered current events, politics, and culture. While its format differed from Life, it competed for readers interested in news and feature stories.

Known for its stunning photography and in-depth articles on nature, science, and culture, National Geographic competed with Life in terms of visual storytelling and cultural impact.

Look was a bi-weekly generalinterest magazine in the United States, known for its emphasis on photojournalism and human-interest stories. It was a direct competitor to Life

U.S. News & World Report is a weekly news magazine that focused on current events, politics, and business. It competed with Life and other publications for readers interested in news and analysis.

The New Yorker is an American magazine known for its sophisticated and in-depth coverage of culture, arts, politics, and current events. As same as Life, The New Yorker attracts interests of readers who appreciate quality journalism and cultural commentary.

Smithsonian magazine serves as a window into the world of knowledge and exploration, showcasing human achievement and creativity across disciplines. It also cover aspects of culture, history, and the arts which are similar to Life

The Saturday Evening Post featured a mix of fiction, non-fiction, and human-interest stories. While it wasn’t solely focused on photojournalism, it was a significant competitor in terms of readership and culture influence.

The Atlantic is a magazine known for its long-form journalism and coverage of politics, culture, and the arts. It competed with Life for readers interested in in-depth analysis and commentary.

Collier’s Weekly was a prominent American magazine that covered a wide range of topics, including news, fiction, and human-interest stories. It was a competitor to Life during the mid-20th century.

Adjacent Competitors

Life let people have a glimpse of the world, let people to empathize the human beings who are living in different cultures. So here are the adjacent competitors also provide a chance to let people to see the human world in many ways.

ABC News provides multiple news and information through various platforms, including television, digital media, and radio. It provides a platform that allows people to stay informed about what is happening in the world.

YouTube is a video-sharing platform that allows users to upload, share, view, and comment on videos. Youtube provides people all over the world with an opportunity to express themselves, and also provides viewers with a platform to see about diverse cultures.

Facebook is a social networking service designed to help people connect and share with friends and family online. This is the primary area where users see updates from their friends, groups, and pages they follow.

Twitter serves as a dynamic platform for sharing information, engaging in conversations, and staying informed about current events, trends, and discussions happening around the world in real-time.

The New York Times is an American newspaper known for its comprehensive coverage of news, politics, culture, business, science, and the arts. Its Journalism part also can led to changes in society and public awareness.

National Public Radio is a non-profit media organization that provides in-depth news coverage, analysis, and cultural programming through radio broadcasts and digital platforms. It uses broadcasting to let people know what is happening in

BBC is a leading broadcaster known for its commitment to quality, innovation, and public service values. It plays a significant role in informing, educating, and entertaining audiences in the UK and beyond.

Netflix is a streaming service offers a vast library of films, documentaries, and series that explore various cultures, traditions, and perspectives from around the world. Allowing people to receive various cultures and contents without leaving home.

Instagram is a popular social media platform that allows users to share photos, videos, and stories. Text is secondary, pictures are the most important way of expression.

World Press Photo is an independent, nonprofit organization that plays a vital role in promoting the value of photojournalism and visual storytelling as powerful tools for raising awareness, fostering empathy, and encouraging positive social change on a global scale.

Aspirational Competitors

The new Life is dedicated to making people empathize with the world. Humanity is one of the very important factors in new Life, so the core of our future competitor’s brand mainly revolves around focusing on human beings themselves.

Humans of New York began in 2010 when Brandon Stanton embarked on a mission to photograph 10,000 New Yorkers on the streets of New York City. It showed diversity, and the power of storytelling to create empathy and understanding across cultures and communities.

Museum of Modern Art showcase contemporary and historical artworks that reflect the human experience, creativity, and cultural expression. Like Life, it displays various aspects of the human world through visual aesthetics.

TED Talks —inspirational and informative talks delivered by experts, thought leaders, and innovators from various fields. TED Talks offer insights and perspectives on the human soul, personal growth, and the search for meaning and fulfillment in life.

StoryCorps is an American nonprofit organization that records, preserves, and shares the stories of everyday people. It aims to share humanity’s stories in order to build connections between people and create a more just and compassionate world.

Red Bull Adventure is a segment of the Red Bull brand focused on outdoor and extreme sports, showcasing the spirit of adventure and pushing the limits of human endurance.

UNESCO’s mission is to contribute to peace and security by promoting collaboration among nations through education, science, culture, and communication. UNESCO seek to create a better world for present humans and future generations.

NASA is the United States government agency responsible for the nation’s civilian space program and for aeronautics and aerospace research. It symbolizes the spirit of exploration and inspire future generations to explore, discover, and dream.

The Moth produces live storytelling events in cities around the world where individuals from diverse backgrounds share true stories from their lives. The Moth provides a platform for people to share their stories, empathize and connect with others in meaningful and authentic ways.

The Smithsonian Folklife Festival is an annual event held on the National Mall in Washington, D.C.. The festival aims to celebrate and promote the diverse cultural traditions of communities from around the United States and the world.

Great Big Story is a digital media company that specializes in producing short-form video content focused on storytelling from around the world. It invites viewers to explore, learn, and be inspired by the world around them.

Brand Attributes

POSITIVE

Explorative

Relaxing

Intuitive Diverse

Courageous

NEGATIVE

Strict Obsolete Misleading Boring Impulsive

NEUTURAL

Cultural Profound

Realistic Comprehensive Social

HOPES TO OWN

Humanity

Inclusive Caring

Inspirational Connection

Colophon

Typography

Seitu

Aktiv Grotesk Photographs Adobe Stock.com Freepik.com

Source

https://www.life.com/

https://en.wikipedia.org/wiki/Life_(magazine)

https://www.originallifemagazines.com/

https://artsandculture.google.com/partner/life-photo-collection

https://time.com/tag/life-magazine/

https://www.bbc.com/culture/article/20200311-life-magazine-the-photos-that-defined-the-us

www.expandlifehorizons.com