Statement of Intent

Appealing to a target audience of cultured 16–25-year-olds within the AB economic demographic, I have initiated a lifestyle and fashion brand identity across two front covers, and content pages. This audience is predominately female and is likely to engage with lifestyle and fashion magazines that value clean layouts, typography, and soft colour palettes. My aim is to produce a seasonal-inspired fashion and lifestyle theme across both covers and content pages; in order to do this, I want to design coverlines, mastheads, images, and colour palettes that are inspired by the summer and winter season. For this, I intend to name my magazine’s ‘EQUINOX’ as a reference to the occurrence when day and night are equal in length, marking the change in seasons- this is relevant to my magazine because it reflects how each issue will take inspiration from trends associated with the summer and winter seasons, allowing the content to feel connected to real-life routines. Across both covers and content pages, I consistently used capitalised serif fonts, which effectively connote an editorial, sophisticated, and high-end appearance. While creating ‘EQUINOX’, and its associated imagery and layouts, I must ensure that Is aligns with the conventions of the independent media production company, Condé Nast. These conventions include recognisable elements such as barcodes, mastheads, cover line, images, price, and issue date. The target audience is expected to be well-informed and up to date with current trends and influences, particularly through digital media and the fashion industry. For the first issue, I intend to use a bright, warm-toned colour palette featuring pinks, blues, yellows, and oranges. These colours are reflective of the summer season and are commonly associated with femininity, reinforcing the magazine’s female-dominated readership. Mis-en-scéne, particularly setting, will be utilised, with beach photography being used to emphasise the summer theme. The second issue, scheduled for release in November 2026, will reflect winter through cooler tones such as blue, green, and purple. As part of a focal point, the main cover image will feature a model styled in winter clothing, such as scarves and a jacket, enticing audiences to purchase the clothes advertised given the season the magazine will be released in. As a Condé Nast publication, Equinox has a responsibility to be inclusive and diverse. Across the two covers, I will feature two to three contrasting models from different social groups. This is significant, as media plays a key role in shaping identity, and diverse representation helps audiences feel seen and included. This approach reflects the inclusive values of Condé Nast.

Following the codes and conventions of fashion magazine websites, I studied websites that are owned by Condé Nast. This led me to produce a website that is linked to my magazine, EQUINOX, and can be found on the bottom right side of my magazine. I will include a menu bar that highlights ‘fashion’, ‘diversity and inclusion’, ‘shop’, 'about', and ‘contact’, all showcasing a variety of different contents for my website. The ‘shop’ section will display a selection of photos of different items of clothing, allowing for the reader to shop for exclusive clothes that are trendy and popular in EQUINOX. Moreover, I will also include an exclusive interview with this month’s top Model allowing for further interactivity with the readers. The target audience will be exposed to the exclusivity of content and shoppable items, making them return to the website often. When the website is opened, the reader will be introduced with a short pop up that allows them to subscribe to an email-based newsletter. This will update the reader on new, up-to-date content that will be released, ensuring that the reader will swiftly interact with my website when receiving newsletters. Similarly, the newsletter will also differentiate between subscribers who actively seek the site, and those who quickly glimpse over it. The ’Contact’ link will appear at the end of the menu bar and will take the reader to a page, allowing them to offer feedback and improvements for the website. At the bottom of the website, I will include a list of social media icons such as ‘TikTok’, ‘Instagram’, and ‘Twitter’, so readers will know where to find and follow EQUINOX on social media platforms, creating an increased following globally; this will conform to Stuart Halls Reception Theory, where audiences are now active readers who interact and interpret media through such platforms. In hopes to grab the attention of the readers, these features have been put in place to guarantee this. By sticking to the codes and conventions of a magazine website and following the elements and values of Condé Nast, I can ensure that the target audience is fully engaged with my website, magazine cover, and content pages.

I plan to integrate my media products through digital convergence by establishing a consistent brand identity and presence that encourages audience engagement across platforms. The magazine and website must stay relevant to each other, targeting the same audience. To achieve this, I will use the same masthead and font across all magazine covers, content pages, and webpage. This consistent visual style associated with the masthead will make the coherent brand identity instantly recognisable to the audience. To go against the traditional magazine conventions, I aim to include the masthead in the middle of my magazines rather than at the top- this reinforces the idea that my magazine is distinctive, modern, and innovative compared to other magazines. Typically, adverts are placed as the reader goes through the magazine, however, on my contents pages, I will place a magazine advert here to further go against conventions. Additionally, I intent to maximise audience engagement by offering exclusive content, such as competitions and online extras, that encourages readers to flit between both platforms, creating synergy and loyalty to the brand.