Statement of Intent

 For my print product, I will establish a clear, sophisticated brand identity across the magazine covers and contents pages, primarily targeted to 16-25 year olds of the middle-class and upmarket audience, who are articulate in their fashion choices. I will include a typeface of serif fonts across the products, to ensure they connect together with a house style, whilst being easy-to-read and refined, appealing to the demographic with a subtle elegance they would strive to achieve. Whilst inputting my own creative flair on the brand, I need to ensure it fits the principles of Conde Nast; I will create minimalistic covers that reflect the ‘Vogue’ style, giving focus to the models and cover lines, without crowding text and images together to make it look too busy. To create my own aesthetic that intrigues and attracts the upmarket audience, I will revolve my fashion style around the regency era, where wealth was represented through distinguished dress - this will also appeal to the ‘Gen Z’, 16-25 demographic, due to the popularity of the Netflix show ‘Bridgerton’ which is set in the regency era, of which the costumes inspire many fans to experiment with their fashion sense to appear more regal. I will prioritise a lightly-toned colour scheme that matches the clothing items in the images, adding a calming, dignified element to the products, ensuring they are appealing to read, whilst demonstrating a sense of organisation and thematic styling, impressing the middle-class audience. A female audience will primarily be attracted, due to the feminine colour scheme and style, however I will include male models to highlight that young men also fit in the demographic and can feel represented - additionally, I will include female models wearing masculine clothing to demonstrate that fashion doesn’t have a definitive gender, making the products more inclusive to the progressive generation. My cover lines will have witty hooks that will relate to the fashion and lifestyle of the young adult demographic, engaging their attention and desire to read the articles in the magazine. To conform to the rules set out by the ASA, I will make sure there is no violent or inappropriate imagery or text that would offend audiences, as a magazine would be accessible to everyone, so it needs to condone to media laws to protect the audience, particularly as they are in the younger generation.

In order to follow the codes and conventions of the Conde Nast magazine websites, I studied and analysed a few to inspire me of the layout and features needed to be successful. For my website, I will include a variety of images that relate to the regal brand identity I will create, including serious and joyful expressions from my models to highlight that fashion can be both sophisticated and fun, appealing to the light-hearted nature of 16-25 year olds. The colours will be more pastel and monochromatic, similar to Conde Nast websites such as ‘Vogue’, maintaining an element of refinement that doesn’t distract from the text and images within the website and its articles. As the target demographic are heavily invested in the technologically advancing age of social media, I will include icons of the logos to highlight the social media sites the magazine is active on, increasing an element of investment and intrigue within the audience. This element of audience interaction is reinforced with the contact sheet I will include at the bottom of the page, asking for a user’s details to offer them a subscription for exclusive content, prompted at the top of the page with a large “register now” button, engaging the audience. This button will beneath the bold typeface logo used on the magazine covers, being one of the first things the users see to demonstrate the amount of content the magazine has to offer. My linked page will be a shop, selling the clothes that are marketed in the images throughout the website and print products - I will format this to display each angle of the clothes to present them in an appealing manner that may influence the users to purchase them - this is important for fashion companies, as it ensures they are able to maximise their profits by creating multiple revenue streams from their written, digital, and tangible products. In conclusion, I will create products that are inspired by Conde Nast that create synergy and secure a brand identity to appeal to middle-class, upmarket 16-25 year olds.