Collective Culture

Type of project

Research • Branding, Publication Design, CMS Website

Year of project

2017

A magazine on the brink of something new.

Collective Culture began as "This Season Magazine" a fashion and lifestyle website documenting style in the Lincoln scene. A variety of unique attributes lended for a research-heavy brand refreshment that emphasized newer messaging strategies ahead of a full graphic overhaul.

Research Findings & Creative Brief

Research conducted included CubeYou analytics, Nielsen data, in-person and online surveys, branding exercises and staff interviews.

Research determined that "This Season Magazine" was poised to have an exciting new millennial and Gen-Z readership that cared about lifestyle, entertainment, style & politics. The momentum was high to fine-tune the messaging of the brand.

A variety of brand and messaging research led to conclusions on where to take the name, focus, and general voice of the publication.

website

The website for Collective Culture is set up as a Wordpress so that it can be an easily accessible, editable and secure system for team-members to edit. The site is fully optimized for mobile and desktop views and each article is optimized to get the most views possible.

magazine

A print magazine became the special edition deliverable to introduce the brand and relaunch the new focus of the magazine. Meant to be a yearly edition, this magazine features conceptual layouts and a selection of the best photography and writing from the first year of the magazine's inception.