volare magazine
Volare is a travel magazine that seeks to break prejudices and taboos comprising people over 50 who have or want to have an active life. They are independent, always looking for new experiences and willing to change habits. These are the aging people, the target audience of Volare magazine.
2018-2
Academic project
Group work
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Partnership:
Ana Flávia de Oliveira
Sara Girardi
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Worked areas:
Editorial design
Art direction
Illustration
Marketing
CONSUMER MARKET
Research indicates that brazilian population is on its way to aging. There is still little offer of products aimed at this audience, especially when it comes to magazines.
Thus, we see the opportunity to create a publication aimed at this niche market.
IDENTITY
The name Volare comes from the Italian word “to fly” and was chosen because it represents in a simple way the whole concept that the magazine transmits:
freedom and the search for new experiences.
The logo was inspired by a collage , based on Italian futurism. Its color varies according to the edition, but the preferred version is turquoise.
GRAPHIC UNIVERSE
Italian futurism was chosen as an inspiration due to the relationship that exists between the magazine's mission and the ideals of this movement, which sought to break with cultural traditionalism. Throughout the magazine, we use slanted frames and shapes to refer to the collage, which was also used on the cover.
We also take as a reference the icons present in the graphic universe of travel and the Italian region of Tuscany.
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Describe your image
Describe your image
Describe your image
ICON FAMILY
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TYPOGRAPHIC PALETTE
The typographies used were Univers for the titles, hairline, hat and captions, and Athelas for the text. Athelas presents good readability, while Univers brings prominence and visual clarity. They have good contrast and harmony when used together.
ART DIRECTION
In the art direction, we tried to be careful when choosing attractive and brightly colored photos, always avoiding stereotypes regarding people in their 50s and up. We try to represent them in the closest way to their reality.
APPARENT SEWING
The apparent seam provides a 180º opening
of the magazine's pages, valuing the images and facilitating the reading. In addition, it adds value to the publication in its whole, which is aimed at
a public with greater purchasing power.
SIGNED COLUMNS
In the signed columns, we use watercolor illustrations to differentiate it from the rest of the magazine. As columnists, we chose two influential personalities (Mirian Goldenberg and Consuelo Blocker) over 50 years old, who talk about the themes "aging" and "travel".
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PARÓLE IN LIBERTÁ SECTION
The last section of the magazine makes reference to Filippo Marinetti's futuristic manifesto , which had the name "Paróle in Libertá" (words in freedom).
Each edition will have a different collage to close the magazine and bring back the reference to the ideals of freedom of futurism.
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VOLARE HOTSITE
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GIFTS AND ADVERTISING
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