Creative Art and Design Direction
OBJECTIVE:
Pre #metoo, Cosmo was looking to move its brand away from the traditional positioning that was decades old. Relaunching the brand with new positioning to drive renewed advertiser and reader interest. Expand awareness with a modern and relevant focus on the times.
STRATEGY:
- Focus on female empowerment as defined by the modern woman
- Shift perception of Cosmo as in-the-bedroom sexy to the “Fun Fearless Female” attitude of the multi-faceted women.
- Redefine sexy as bold, powerful and stylish
- Align this modern attitude to be more relevant to a new generation of consumers RESULTS: Reinforced brand recognition in targeted markets and new consumers which lead to increase in sales.
DELIVERABLES:
PHOTOGRAPHY ASSET / CREATIVE MANAGEMENT / ADVERTISING + MARKETING MATERIALS / MICRO SITE / SOCIAL MEDIA CONTENT