Research and Planning: Magazine Brand Identity

Genre:

My magazine’s major genre is fashion, but more specifically, sustainable fashion. My magazine aims to encourage people to think twice about their choice when it comes to fashion (buying new clothes, ordering from fast fashion brands, etc) and also to influence them to think that they have the power to help the climate become a better place.

Masthead:

I chose the word fusion because I want to blend 2 topics (sustainability and fashion) in a way so that it can be seen as ‘chic’.

Fonts:

For my fonts, I chose fonts with serif because I think they look more elegant and for headings and titles, I decided to also use a sort of cursive font.

Visual approach:

I want my magazine to have mainly a warm tone, which is going to be a little challenging because all my photoshoots will be in winter, but I hope to achieve it through editing. I also want the different sections of my magazine to have different visual aesthetic. Therefore, I can play with both cool-toned and (mostly) warm-toned editing.

Colours:

Like I mentioned before, I want my magazine to have mainly warm colours like deep red, orange, pink, yellow, etc.

Photo style:

I know for a fact that my images from different sections will be drastically different, and I think it’s good that I will have so many different type of photos because it will show a lot of diversity. I also want the photos in my front cover to show the contrast between man-made trash and nature. Something that I also want to aim in my photos (and magazine) is to discredit the idea of sustainable fashion being boring or even ugly, and also it being a choice (fashion vs sustainability).

Table of content style:

I want my table of contents to be spacious (double-spread page) so that there isn’t any confusion. I still want to keep the design of the pages clean. There will be all the necessities, such as page numbers, section + article titles, etc.

Target audience style:

I established that my target is mostly teenagers (15 years old and over) and that there are more girls than boys, but there are still a lot of boys. I think it is important that my audience is mainly teenagers because teenagers have the power to create a new, better future. They have the mind capacity to absorb complex information because their minds are still growing, but crave optimism about the future.

Why my magazine stands out from other magazines:

I think that my magazine will stand out because it is purely focused on sustainable fashion, whereas other fashion magazines also dive into other topics such as lifestyle. Another unique point in my magazine is that it will have no models. The reason why I want no models or humans in my magazine is inspired by the quote “Anyone can wear the mask” – Spiderman: Into the Spider verse. The fact that there is no model, meaning no fixed face, allows people to imagine anyone, even themselves, changing for the better.

Something else that I also want to mention is that I want to keep my budget as low as possible because my magazine’s theme is sustainability. I will work with what I have and won’t purchase new products unless it is a necessity.