ABOUT THE PROJECT
Restyling and Repositioning
Restyled Celine to keep the same target audience and market segment with a new twist. Changed the brand positioning in the mind of the customers due to occurred challenges in the history of the brand, under Celine Vipiana (1945), Michael Kors (2004), Phoebe Philo (2008) and emerging opportunities under Hedi Slimane (2009). The problem and Challenge was to gain the brand loyalty client since a decade of creative director- Phoebe Philo back. Also, building a strong brand awareness.
As seen the opportunity in the luxury kidswear market, focused on a new target segment by extending the brand to CELINE ENFANTS, a kidswear line. The idea comes from the purpose of building strong brand image of Celineintegrating Hedi’s brand vision which was to create wearable luxury garments inspired by the nostalgic parisian youth culture.
This integrated marketing communications project includes realistic methodology with the expression and development of the strategist capabilities of the brand Celine. The goal of this project was to realise the full integrated communication opportunities applied to Celine from brand and communication background analysis, to the goals setting, the strategic asset identification, creative idea crafting, media planning and actions implementation.
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Also inculcated the big idea of “CELINE Maison de Familie’’ as I wanted to connect the whole brand into one unit.-HAVAS TRENDS. Changed the brands’s communication language, tone of voice, content by adding more warmth, natural elements, family feeling and colours etc. to keep the brand identity live but also focusing on a new positioning, new competitors, new idea.
Designed a new Celine Enfants collection by choosing the logo as a red elephant/enfant/defier. The name Celine Enfants are the elements picked from the original celine back in 60’s. The red elephant is redesigned to make it more modern as a version of Hedi Slimane.
Followed by a proper campaign collaboration with few artists and a promotional video for the collection.
Competitors :
Play the Promo Draft Video for Celine Enfants SS21
The document includes a brief study of the following;
1) Background Analysis (brand & competitors, consumer trends, fashion trends)
2) Brand Management Tools (current 3D Business model, Swot, Positioning map, Communication Analysis)
3) Target Analysis (current Client, Target persona(s), media preferences)
4) Strategy (marketing & comm. goals, challenge / solution, repositioning map)
5) New Target Description: new client, new target persona(s), new media preferences
6) Desired Brand Positioning: new 3D Business model, new SWOT, new positioning map
7) Creative concept & big idea (related to the new concept): communication plan & actions
8) Productions: communication plan & relaunch
9)Legals & Budgeting
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New Times is a platform is for the people out of Generation Z, both men and women. How they work and how they perceive things in their surroundings. The radical blend of this new generation and what they go through in their regular basis of life is what we’re showing you in this magazine. It’s a hotpot of youth, culture and individuality.
We are trying to put forth the free-spirited nature of the entire generation has got. Their over-whelming emotions which are like a roller coaster ride that just wont end. With all its ups and downs, life makes us who we are, unfiltered. This is a generation which can be seen as highly socially conscious. The magazine is addressing the issues this generation has with contemporary society and how people are questioning current norms.
They have a mindset which is rebellious, radical and anti, but at the same time, they want to do good for other people. They want to shape their future in a certain way. We are showing how people were destructive earlier and how people are constructive nowadays.
This is a generation which sees problems and actually does things to solve them. People out of Generation Z are starting movements and get other people within their generation, and people without, to join them. And we, as a platform are their voice. Its all about being relatable to the young, and not trying to stay relatable.
We are trying to convey the message of how this generation is dealing with things today. We want the viewers to feel as if they’re amongst one of. Its all in there, Its all about the way we live our lives, the challenges we face and the rules we break. That’s all this platform has to say.
Flip the pages to have a look
at the first issue, i.e; New Times Tabloid
Keeping in mind our competitors, brands like Highsnobiety, The Face, I-D, Interview, Brut and The New York Times. New Times is well positioned from fashion, politics & culture, dusty, fresh, conservative and established to protest and innovation.
New Time’s Archetype is a jester as the platform will handle serious topics and issues but in a humorous way. It will be bold quotes, sharp sense of colours and a tongue in cheek attitude. There are two sides of it - the serious and the funny serious one. Our magazine will have a subtle, sharp, intelligent and humorous edge.
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New Times
About
The
Issue:
Under Magazine presents itself with first-ever issue ‘’feels’’ that revolves around the whirlpool of emotions that the current generation, the millennial, go through every second of everyday of their lives.
Taking you through our journey of life as a young adult and its motion. It’s all in there- love, fear, rebellion, calm- in all its true form. We’re as thrilled as we can be, and we hope that through ‘’feels’’, you’re able to feel what we feel, as a 20-something-year-old in the 2010s.
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ISSUE: Feels
It is a magazine of the new generation and their overwhelming emotions that they deal with on a daily basis. It’s a hotpot of youth, culture, individuality and contemporary art.
A magazine about not trying to fit in, and standing out, unapologetically. We’re trying to put forth the free-spirited nature that the entire generation has got.
The magazine has a very distinct vibe to it - it’s edgy and it’s rebellious. It’s all about the way they live their life, the things they feel, the challenges they face, and the rules they break . Also, the characters that we took are real people, who are just like you and me, going through life with all its punches.
Have a look at the Magazine
Awards:
Under Magazine Promo Video
Official screening at :
Fashion Festival Debrecen,
Hungary DIVATFESZTIVÁL
6th-8th May, 2019
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