PROJECT OBJECTIVES
The main goal of our visual solutions is to increase readership while differentiating Lucky from its competition and further defining it as a brand. The design should reflect our fashionable and sophisticated audience and reach out to new readers through a sleeker, more modern aesthetic.
Based on Lucky’s goal of expanding content to include more current issues and the use of sustainable practices, we suggest a more streamlined design that maintains the friendly and approachable direction that is currently in use but with a cleaner and more modern aesthetic.
Based on our initial research and interviews, we have identified some issues that need to be addressed through design in order to achieve the set goals.
• Narrow and re-align focus to meet demographic profile of a slightly more mature and sophisticated audience.
• The typefaces – especially the rounded typefaces used in the interiors – while friendly, give the magazine an
immature and less authoritative feel.
• The color schemes – particularly on the cover – are perceived as younger than the intended audience.
• Some elements, such as the illustrations in the front of the book make the design more approachable and
human, adding character and setting the magazine apart from it’s competitors style-wise and should therefore
be more throughout.
• In order to stay abreast of the changing technological environment, an app version of the magazine is required
to allow readers to access and interact with the content on their tablets and other mobile devices.
OUR APPROACH
With broad experience in the publishing industry, we have developed a creative process that delivers solutions that differentiates our clients through authentic and unique brand voice and tone. Our work begins with a creative challenge to uniqueness and originality. The process is broken down into four stages:
• Preparation – This phase is primarily research in nature: define target demographic (audience); research
competition and trends; interview stakeholders: clear problem definition.
• Imagination – Generate and prototype multiple approaches, redefine problem definition for multiple
perspectives. The thrust here is quantative, many ideas, many iterations.
• Development – Harvest the most promising solutions for further refinement and enhancement. Refine
prototyping with layers of detail. Verify direction through more research and survey.
• Action – Final evaluation and selection of most promising solution(s); Buy-in by stakeholders; implementation.
The main goal of our visual solutions is to increase readership while differentiating Lucky from its competition and further defining it as a brand. The design should reflect our fashionable and sophisticated audience and reach out to new readers through a sleeker, more modern aesthetic.
Based on Lucky’s goal of expanding content to include more current issues and the use of sustainable practices, we suggest a more streamlined design that maintains the friendly and approachable direction that is currently in use but with a cleaner and more modern aesthetic.
Based on our initial research and interviews, we have identified some issues that need to be addressed through design in order to achieve the set goals.
• Narrow and re-align focus to meet demographic profile of a slightly more mature and sophisticated audience.
• The typefaces – especially the rounded typefaces used in the interiors – while friendly, give the magazine an
immature and less authoritative feel.
• The color schemes – particularly on the cover – are perceived as younger than the intended audience.
• Some elements, such as the illustrations in the front of the book make the design more approachable and
human, adding character and setting the magazine apart from it’s competitors style-wise and should therefore
be more throughout.
• In order to stay abreast of the changing technological environment, an app version of the magazine is required
to allow readers to access and interact with the content on their tablets and other mobile devices.
OUR APPROACH
With broad experience in the publishing industry, we have developed a creative process that delivers solutions that differentiates our clients through authentic and unique brand voice and tone. Our work begins with a creative challenge to uniqueness and originality. The process is broken down into four stages:
• Preparation – This phase is primarily research in nature: define target demographic (audience); research
competition and trends; interview stakeholders: clear problem definition.
• Imagination – Generate and prototype multiple approaches, redefine problem definition for multiple
perspectives. The thrust here is quantative, many ideas, many iterations.
• Development – Harvest the most promising solutions for further refinement and enhancement. Refine
prototyping with layers of detail. Verify direction through more research and survey.
• Action – Final evaluation and selection of most promising solution(s); Buy-in by stakeholders; implementation.
