This project was a live brief from a client "The good spa guide' they proposed that they would like a new design of their spa magazine. I started by researching the clients website and current publication to establish design aspects and to get to know the client. A key aspect to this project was the target audience this lead my research in to the design direction. The clients target audience was women (30-50) who read Harpers Bazaar and Tatler. I looked at these publications and into the social demographics of the audience. I noticed that certain design considerations used were using elegant serif typefaces. This gave a luxury and sophisticated feel to the publications. This is where I looked at the typefaces that I could chose and one that would appeal to the target audience. I chose a typeface has is very elegant a look that the client wanted. Italics are used in the design as this helped to create a dreamy flow throughout the spreads.
From the briefing the client gave the impression that ‘me time is precious’ this was a key focus for my design choices, I wanted the target audience to get the most out of the spa experience from the magazine its self, by bringing elements in to the design. These included the selection of images chosen on the spreads these help to draw the audience into the spa mood of the calm and relaxing experience. I wanted the spreads to create a spa atmosphere, from researching colours I chose a calming palette that reflected this from using gold associated with luxury, lavender that reduces stress. These colours help to contribute to the spa experience through design. I came up with the name ‘Unwind’ because it is associated with de-stressing and relaxing. This also relates to the reading experience of the spa magazine, you unwind while your reading. This idea was presented to the client where I received positive feedback.