Rumours Magazine.
Branding & Visual Identity, Editorial Design
Rumours is a British fashion magazine specializing in forecasting trends and showcasing European and American designers. From Moschino to Céline, Rumours showcases the newest, boldest looks of each season. Rumours is looking to reinvigorate its image to better resonate with younger audiences, specifically the Gen-Z and Gen-Alpha demographic, in order to stand out among other industry-leading publications and preserve brand longevity.
Based on market research, I developed an enhanced version of Rumours to improve brand visibility among Gen Z and other demographics. Many agency publications utilize bold, dynamic typography, vivid color palettes, and avant-garde imagery to target the upcoming generations. My goal was to blend all of these elements into the existing luxury fashion framework of Rumours, easing the new generations into the world of haute couture in an unexpected and playful way.
In this updated version of Rumours, I decided to feature the Heaven by Marc Jacobs collections. These collections demonstrate the impact of pop culture on fashion and media, as well as the simultaneous obsession and disdain for celebrity culture by Generation Alpha and Generation Z. Understanding the preferences of the target demographic, I incorporated a heavyweight sans serif typeface to complement the unconventional visuals of these campaigns.
It was essential for me to incorporate elements of creativity and playfulness through the typography in this rebrand. Utilizing a combination of vibrant colors and unconventional lettering helps this content come to life. Energetic and unafraid, this updated version of Rumours speaks to the spirit of innovation and modernity expected of today's generation.