BRAND PRESENTATION

Un/edited -
12-Page Magazine

A post-Y2K-inspired magazine that combines clear visual hierarchy with a gritty, unedited, yet fashion-focused aesthetic

Role: Brand Designer

Timeline: Eight Weeks

Deliverables: Layout Design, Print-ready, Mockups

Objective:

Beer campaigns struggle to establish a distinct identity and concept, as many existing beer brands lack relatability and emotional resonance. A new approach is required to better align the brand with the values and ideals of the target audience.

Magazines from 2000 to 2015 that focus on fashion and glamour were researched alongside post-Y2K and minimalist aesthetics. Clean, hierarchical layouts were inspirational during research, as well as text-wrap feature spreads. The decision to shift away from pure glamour into a more subtle grittiness was to incorporate maturity and realism.

Objective:

Target Audience

Ages 22-to-35. Mainly young adults who enjoy post-Y2K aesthetics; those who grow out of typical fashion aesthetics.

End Goal

Create a maturity-focused fashion magazine that emphasizes a gritty, yet structured aesthetic.

Objective:

Objective:

Magazines often lean toward a highly polished, glamour-driven industry, which viewers may feel is less grounded in maturity. This magazine explores a post-Y2K aesthetic embracing fashion as a reflection rather than statement.

Target Audience

Ages 22-to-35. Mainly young adults who enjoy post-Y2K aesthetics; those who grow out of typical fashion aesthetics.

End Goal

Create a maturity-focused fashion magazine that emphasizes a gritty, yet structured aesthetic.

Process and Research:

Magazines from 2000 to 2015 that focus on fashion and glamour were researched alongside post-Y2K and minimalist aesthetics. Clean, hierarchical layouts were inspirational during research, as well as text-wrap feature spreads. The decision to shift away from pure glamour into a more subtle grittiness was to incorporate maturity and realism.

Process and Research:

Magazines from 2000 to 2015 that focus on fashion and glamour were researched alongside post-Y2K and minimalist aesthetics. Clean, hierarchical layouts were inspirational during research, as well as text-wrap feature spreads. The decision to shift away from pure glamour into a more subtle grittiness was to incorporate maturity and realism.

Process and Research:

Magazines from 2000 to 2015 that focus on fashion and glamour were researched alongside post-Y2K and minimalist aesthetics. Clean, hierarchical layouts were inspirational during research, as well as text-wrap feature spreads. The decision to shift away from pure glamour into a more subtle grittiness was to incorporate maturity and realism.

Key Visuals:

Photography was chosen featuring models and style-focused photoshoots. The dark-plum, black, and burgandy contrast with the dark-peach and white scheme, while employing a gritty, noisy texture. The typography relies on a massive, slashed "UNEDITED" masthead for immediate impact, and serifed body text become anchored by bold drop-caps to emphasize a distinguished, mature style.

Finalized Campaign:

A campaign highlighting models’ experiences expands the visual and narrative range. In-magazine ads feature natural beauty and mental health themes, and an ePub, as well as video promotion, support the launch of the new issue.

Learning Outcomes:

By balancing a gritty aesthetic with a hierarchical layout, the outcome appeals to a young and mature crowd. Boldness, entertaining visuals expanded the narrative, and creating a multimedia campaign moved the project from print into a digital medium.

Skills Acquired:

  • Combining aesthetic magazine styles

  • Appealing to both a young and mature crowd

  • Creating a magazine and digital campaign

Skills Acquired:

  • Combining aesthetic
    magazine styles

  • Appealing to both a young and mature crowd

  • Creating a magazine and
    digital campaign

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