Branding & Identity
Platen is an emerging literary magazine launching in early 2019. A quarterly printed publication, Platen aims to target book lovers engaging in online literary content such as YouTube videos, Instagram posts and profiles, blogs and communities. Each issue will feature emerging writers’ submitted responses to featured photographs taken by up-and-coming artists.
Through interviews with audiences and experts, immersion and additional research, we established that existing literary magazines are too ‘boring, serious and tired’ for this demographic. From this understanding, we looked to create something fresh, fun and relatable for this generation of book lovers.
The Platen visual brand was influenced by these three keywords: organic, engaging and innovative. The magazine’s identity needed to be organic to create an approachable, honest visual brand, while maintaining a level of sophistication and quality. It was also necessary that the identity be engaging for the magazine’s audience. As a largely younger demographic, Platen’s audience are looking for more youthful, exciting and relevant visuals to pique their interest and encourage their engagement. Lastly, in the realm of literary magazines, Platen’s visual identity needed to be innovative. It needed to present a new and exciting way of interacting with literary content that stood out against the rest.
"I thought the design process would be really formal and tricky to navigate and that I’d be scared to voice my opinions, but because Hollie was so nice to be around it broke down all those boundaries and made it such a lovely working relationship."