Ablaze Magazine Campaign

Part of the Integrated Media Collection

Introduction:

In the fast-paced world of student publications and the general media landscape, maintaining relevance and adaptability is essential for long-term success. However, Honey Magazine, a beloved student-run college publication, has faced significant challenges in recent times. From internal and external transitions of power, to changes in leadership, and a struggle to find its new purpose within the community, both in the Knoxville area and on the University of Tennessee, Knoxville (UTK) campus, the magazine has reached a critical juncture. Recognizing the need for revitalization, we embarked on an ambitious rebranding campaign to ensure the magazine's survival and regain its prominence within the collegiate community.

An Outline of the Campaign:

Our rebranding campaign for Honey Magazine is designed to reestablish its presence and reconnect with its audience by embracing its unique strengths, fostering community engagement, and crafting compelling content that resonates with diverse readership.

Here's an outline of our approach:

Rediscovering Identity

We conducted a thorough analysis of Honey Magazine's core values, mission, and vision. By gaining a deep understanding of the magazine's heritage and purpose, we redefined its identity and aligned it with the evolving needs and aspirations of the UTK community.

Reimagining Content Strategy

Our team worked closely with the magazine's past contributors to curate a diverse range of engaging, thought-provoking, and relevant content. This included highlighting student experiences, local happenings, academic insights, and cultural trends, fostering a sense of community and connection among readers.

Collaborative Partnerships

We seeked collaborative partnerships with student organizations, local businesses, and community leaders. By integrating the magazine into the fabric of the Knoxville area and establishing meaningful alliances on campus, we enhanced the magazine's reach, credibility, and visibility.

Targeted Audience Engagement

To expand the magazine's readership and relevance, we employed targeted marketing strategies tailored to different segments of the UTK community. By understanding the unique interests and preferences of our audience, we created engaging campaigns and interactive experiences that captivates their attention and encourages active participation.

Enhanced Digital Presence

Recognizing the power of digital platforms, we revamped the magazine's online presence, including its website and social media channels. By embracing a visually appealing design, seamless user experience, and interactive features, we captivated readers and established a strong digital community around the magazine.

Internal Collaboration and Leadership Development

Nurturing a strong and united team is crucial to the magazine's success. We invested in team-building activities, mentorship programs, and leadership development initiatives to empower the staff members and foster a culture of creativity, collaboration, and continuous growth.

Through our comprehensive rebranding campaign, we committed to revitalizing Honey Magazine and positioning it as a valued student-run college publication at The University of Tennessee, Knoxville. By rediscovering its identity, crafting compelling content, fostering community engagement, and leveraging digital platforms, we reignited the magazine's relevance, strengthened its readership, and solidified its role as a powerful voice within the UTK community. Together, we embarked on an exciting journey to reshape the magazine's future and create a platform that inspires, informs, and connects students, both on and off campus.

- Project Contents -

My Work:

I embarked on a transformative rebranding campaign to rejuvenate Honey Magazine, a beloved student-run college publication. Recognizing the need for change, our mission was to revitalize the magazine, redefine its purpose, and reignite its connection with the UTK community. Guided by a deep understanding of the challenges Honey Magazine faced, we set out to create a rebrand campaign that would breathe new life into the publication.

Our first step was to rename the magazine, and after careful consideration, we chose the name "Ablaze." This name resonates with other student media organizations, the university itself, and embodies the passion and energy that fuel the magazine's content, all while maintaining a connection to its roots.

To complement the new name, we designed a striking logo mark—a flame in a gradient of vibrant colors. The spectrum of orange, yellow, pink, purple, and blue captures the essence of a real fire, symbolizing the magazine's dynamic and diverse content. This logo serves as a visual representation of the magazine's renewed spirit and commitment to its readership.

Building on Honey Magazine's legacy as a feminist women's publication, we preserved the essence of its core values while infusing it with a modern and fresh approach. The color palette draws inspiration from the colors of real fire, incorporating warm and captivating hues that evoke passion, energy, and empowerment. This streamlined palette enhances the visual cohesion of the brand and establishes a strong and consistent visual identity.

Typography played a crucial role in reflecting the magazine's evolution. We selected a combination of Garamond and Poppins fonts. Garamond, a classic serif font, was chosen for titles and body copy, paying homage to the magazine's history and adding a touch of elegance. Poppins, a contemporary and versatile sans-serif font, was used for headings, representing the magazine's forward-thinking mindset and bright future.

To ensure consistency and coherence across all brand touchpoints, we developed a comprehensive style guide. This guide outlined the visual elements, typography, color usage, and brand guidelines, providing a blueprint for maintaining a cohesive and professional brand identity.

Not only did we transform the magazine's visual identity, but we also reimagined its functionality. Drawing inspiration from real-life magazine outlets and industry best practices, we revamped the layout and design of the publication. The result is a more professional and engaging magazine, with improved readability, captivating visuals, and seamless integration of content.

This rebranding campaign is part of an overarching advertising strategy that addresses the pitfalls Honey Magazine faced. By aligning the brand with its target audience, redefining its purpose, and revitalizing its visual identity, we aim to create a powerful connection with the UTK community. Through our collective efforts, we are confident that Ablaze Magazine will rise as a leading voice, inspiring and empowering readers with its compelling content and unwavering dedication to journalistic excellence.

The Breakdown of My Work:

With this project, I developed a complete style guide including a color palette, typography, slogan, tone of voice, brand values, and a logo. Upon curating branding guidelines, I created several digital advertisements based on the rebrand.

Name

Choosing the new name for the magazine was not as easy as one might expect. The primary goals included being related to The University of Tennessee, while also being feminine. Those two requirements already limit the name pool significantly. Then, potential names had to be screened by several groups of people: the editorial team and the Office of Student Media. The final phase consisted of ensuring that the potential name was not already trademarked or in use by a similar organization or publication. Perusing through thesauruses, inquiring to loved ones, and fabricating mind maps were some exercises conducted in order to generate an inventory of names. One viable thought process was using fire imagery, given its connection to the university as well as the other student media organizations. With several possible names lined up, ranging from Glimmer to Aurora, it was final decision time. After much consideration, the name Ablaze Magazine was selected and declared.

Mission Statement

The new mission statement was built off of the foundation of the previous mission statement. With the introductory group of members, we had them analyze the copy that makes up the mission statements and values of our sister publications. Selecting words that stood out to the group, we curated a list of words, expressions, and phrases. Consequently, we cataloged key terms that we wanted to encompass the brand’s character. Words such as “empowerment”, “spotlight”, and “ambition” made it into the final draft. Ultimately, we composed a proclamation that was both impassioned yet succinct.

Logo

Upon deciding upon the name of the magazine, similar to the color palette, the idea for the logo was obvious. With a name like Ablaze, the other branding components are easily visualized. The challenge consisted of presenting a fire in a unique, yet still recognizable way. Similar to any brand’s logo, this logo was created with a series of thumbnails that eventually morphed into the logo that Ablaze is known for today. Motifs of matches and sparks all made up the initial compositions. Rather than trying to reinvent the wheel, the idea of a flame stood out as both simple, yet effective. Next, there was extensive discussion and feedback surrounding seemingly frivolous details such as the types of corners of the flames (square versus bevel versus rounded) and the direction of the gradient. With the help of countless sketchbook pages and a couple of pencils, the magazine came to a group-wide decision. Looking at the final design, one can see that five flames make up the Ablaze fire. Each flame signifies an integral stakeholder in the magazine – the university, the College of Communication and Information, the Office of Student Media, the Knoxville community, and of course the members and contributors of the magazine. From there, the final design was constructed and produced in Adobe Illustrator, where it could then be transformed into a vector graphic. The full logo is made up of both a logotype and a logomark. Distinct versions of the logo, including various colors (full color, black/white, and monochrome) as well as separate renditions of the logo were created to accommodate all potential uses that may arise in the future.

Brand Values

Passion: Ablaze Magazine is fueled by a genuine passion for its subject matter and a commitment to delivering compelling and inspiring content to its readers.
Empowerment: Empowerment lies at the core of Ablaze Magazine's mission, aiming to uplift and empower individuals by providing them with a platform to share their stories, experiences, and perspectives. The magazine strives to create a supportive and inclusive community where all voices are heard and celebrated.
Diversity: Diversity is another crucial value for Ablaze Magazine. It recognizes and embraces the beauty of diverse backgrounds, cultures, and identities. By amplifying diverse voices and showcasing a wide range of perspectives, Ablaze Magazine fosters understanding, empathy, and unity among its readers.
Authenticity: Authenticity is highly valued by Ablaze Magazine. It seeks to present genuine and relatable content that resonates with its audience. By staying true to its core values and maintaining a transparent and honest approach, the magazine establishes trust and credibility with its readers.
Creativity: Creativity is at the heart of Ablaze Magazine's brand. It encourages and celebrates creativity in all its forms, whether it's through innovative storytelling, unique visual aesthetics, or thought-provoking features. Ablaze Magazine aims to inspire its readers to explore their own creativity and embrace their passions.

The Advertisements

After the successful rebrand campaign of Ablaze Magazine, a series of captivating advertisements were created to announce the exciting change and effectively inform our target audience about the brand's transformation. These thoughtfully designed advertisements served as a visual gateway to the new Ablaze, capturing the essence of our fresh direction and inviting readers to explore the magazine's revamped content and features. With striking visuals, compelling copy, and a clear message, these advertisements played a pivotal role in engaging our audience, building anticipation, and generating excitement around the reimagined Ablaze Magazine.

In addition to the digital space, the advertisements for Ablaze Magazine's rebrand campaign made a splash on social media platforms, with a particular focus on Instagram. Eye-catching visuals and engaging captions were carefully crafted to captivate our target audience scrolling through their feeds. The strategic use of hashtags and collaborations with influencers further amplified the reach of these advertisements, generating buzz and curiosity among both existing and potential readers.

Moreover, the campaign extended beyond the digital realm into the physical world, with flyers and billboards strategically placed around campus. These tangible advertisements caught the attention of passersby, making a bold statement about the magazine's transformation and drawing curious eyes to the new and improved Ablaze. The combination of a strong online presence and impactful real-life advertisements created a multi-dimensional campaign that ensured the message reached the target audience through various touchpoints.

Through the seamless integration of digital and real-life advertising, Ablaze Magazine effectively communicated its rebrand and attracted attention from both the online and offline communities. By being present in the digital space and strategically placing physical advertisements on campus, the campaign maximized visibility, engagement, and brand recognition, ultimately driving increased readership and participation in the exciting new chapter of Ablaze Magazine.