Challenge

To (hypothetically) increase F&F's sales by segmenting their customers and targeting them more effectively. Working in a team to implement a strategic plan to define their customers and strengthen their position in the market in order to successfully compete with other brands.

 

Idea

The main recommendation for F&F's strategic development was to create a sub-brand (ruby) aimed at consumers aged 18-25. With this in mind, as part of the strategy a magazine would be created.

 

Result

A 30 page magazine; designed in Indesign and Photoshop and showcased both digitally and in print. It uses augmented reality to bridge the gap between inspiration and purchase and is a key communication tool that actively appeals to the new segmented consumers in order to reach the strategic objectives.