Seventeen

 

{EVOLUTION OF A BRAND}

{CONCEPT}

Helping Teen Girls 

Overcome Difficulties and 

Build Self-Confidence

{YEAR}

Spring 2019

{PROJECT TYPE}

Brand Strategy, Brand Identity,

Rebranding

{DELIVERABLES}

{OBJECTIVE}

Identify the essence of a dying or defunct brand, and then transform it by providing a new direction.

{APPROACH}

I chose Seventeen magazine to rebrand. It was the first teen magazine established in the United States. The brand wanted to promote self-confidence in teen girls. The new Seventeen goes far beyond a teen magazine and is about helping teen girls overcome difficulties, building self-confidence, and encouraging them to be resourceful, confident and hopeful.