Proposal for New Magazine Design and Layouts:
The following brief is designed to provide you with an idea of our intended direction in order to guide you in the development of a new cutting edge look and feel for Exotiq Magazine. We are not constricted by any of the existing style guides, fonts and brand apparatus of Exotiq Property so we encourage you to let your imaginations wander widely.
Exotiq is a stylish, innovative, lifestyle magazine and the design must directly reflect the concept of the content. While at no time overpowering the content, the design must be:
What we are doing: Exotiq is undergoing a revolution, moving away from its current incarnation, in a fresh new direction that will see it appealing to a wider high-spending and fashionable audience who care about culture and good living,and who have the money to enjoy it. Exotiq will move from being seen as a purely local property catalogue and a corporate mouthpiece for the core property business, and re-launch as a fully-fledged, international, content-driven publication for the Asia region covering a diverse range of cutting edge topics from the worlds of Architecture, Art, Fashion, Design, Boutique Travel, Environment, Interiors, Toys and Luxury Property.
Our current readership and distribution network is strong and we want to capitalize on this base by offering them something they can get their teeth into. We believe that ‘more is more’ and we want to provide strong and exciting editorial within its pages written in a slick and intelligent style so that they feel both stimulated and complimented by the copy. The layout,therefore, needs to reflect this high level of commitment to our readers’ intelligence. It must be slick and sexy and complement the high level principles that Exotiq aspires to.
What we are not:
- A corporate magazine: despite its origins Exotiq will carry no branding connecting it to the Exotiq companies unless it is in advertising that Exotiq purchase.
- A travel magazine: Although we will have a travel section, it will only be one department covering bespoke destinations and innovations in the industry.
- A property magazine: We will carry luxury property advertising as part of the luxury lifestyle but this will no longer be a catalogue style listing as found in the existing magazine.
- A destination lifestyle magazine: There will be no pressure to focus editorial around our core resort destinations of Phuket and Bali as both these places are already saturated in this style of publication that draws its content locally and we cannot afford to be perceived as competing with these publications. These two destinations will see a large part of our distribution as our target readership either lives in, or regularly visit these resorts.
- A design magazine: Exotiq will not be positioned as a specialist design magazine, rather a fusion of all the elements mentioned in this brief.
Our content: Including features and interviews about the latest in international architecture, interior and product design, boutique travel destinations, environmental concerns, powerful people, fashion and news and the latest consumer products – both large and small- from around the region, we aim to provide our readers with interesting, far-reaching and eclectic coverage from Asia and around the world.
News (Latest from around the world)
Latest and Greatest(Gadgets and new products)
Architecture (Buildings / People)
Design (History / Current Trends / People)
Luxury Property Listings
For the feature items, we will need to define some common elements (such as a simple tab or running head) probably in line with the rest of the magazine contents, to define the feature type. We will need typefaces and grids which can be applied by the magazine designers to reflect the subject matter of each feature and managed to maintain a balance across all the features in a particular issue, without locking in to one particular unchanging look for each feature type.
The property section: Although we will feature our own listings this section will be totally independent of Exotiq Property and we welcome all comers to advertise their properties with us. Only the most exceptional will be considered. We are discontinuing the Classifieds and going with a combination of Full Page, Half Page and/ or Quarter Page layouts. The current colour coding will also be taken out in favour of a much cleaner, white-dominated, more modern feel where the photos will do the talking. Text will be reduced also to about 100 words per FP and HP and about 50 words for a QP. Think Luxury Property Magazine when designing layouts where (for property) less is more. We will also lose all the maps and the earth tone footers and multi-coloured headers.
Our demographic: We want to appeal to a wide audience of high-earning 30-55 year-olds who have the disposable incomes to invest in modern lifestyle choices and who care about the changing world of popular culture around them and taking, and giving back, the best that they can. Educated and self-aware our readers will take a keen interest in the latest in design and fine living, and the desire to expand their horizons at every turn.
Our advertisers: We aim to serve a mainly Asia-based international audience with respectable disposable incomes who enjoy leisure and style pursuits from across the purchasing spectrum: both needs and wants. With a new classier look we aim ultimately to reach the attention of high-end players in the international marketplace including Moet Hennessy LV, Dior, Mercedes, airlines, five star hotels and resorts, international property developers, and luxury private as well as the middle market of mid range-fashion designers, sportswear companies, interior designers, architects and high-end suppliers of quality home and building paraphernalia, as well as luxury real estate listings.
The physical dimensions: We are open to your ideas on such technical components as font size, weight of paper, print surface (gloss or matt), etc. We are happy with the current size of 300mm x 230mm but open-minded if you think it could change. The current dimensions, however, are very economical with regards to maximizing paper use.
What we would like you to do: This is a work in progress but we would like you to create mockups of the following pages that include graphic layouts including fonts and typefaces.
Cover design with new logo
Editorial / contents (2 pages)
Full page property display (1 page)
Half page property display (1page)