Brand and Identity

Genre

• Cultural and educational magazine
• Strong elements of arts, lifestyle and contemporary identity

Masthead

• Desi Archives
• Tag line
  • Beyond Borders and Stereotypes
• Logo
  • Gaheala typography in black with elements of lotus (national flower of India) on the side of the text, a simple underline design (represents rangoli) and outline of some monuments (not necessarily from India) on the top, in grey orange colour

Fonts

• Mast head – Gaheala
• Tag line and quotes – Park Avenue Scripts
• Headline – Pethra
• Body – Glacial indifference

Visual Approach

• Clean and structured layout
  • 4 body text box
  • 2 picture boxes with collages and 1 full bleed picture
  • 1 statistic box and 1 conclusion text box

Colour Palette

• Core
  • Beige, cream, terracotta and muted gold
• Text
  • Black
• Accent
  • deep red, maroon and brown

Photostyle

• High resolution, authentic
• Naturalistic and studio lighting
• Model with some specific poses and well as candid

Table Of Contents Style

• Clear hierarchal structure with labelled sections

Target Audience

• Ages
  • 14-18 year school students
• Preferences
  • Interested in food, culture and travel
  • Prefer minimal and spacious layout that is visually engaging

Uniqueness

• Connects history, culture, modern identity and global influence
• Includes engaging section titles, appealing interview QR codes, maps, food journey, etc making it interactive
• Moves beyond stereotypes and shows accurate information creating authenticity