SHANDY MEDIA BRIEF

 Brand relaunch presentation

We created Shandy Media for our 

connected generation

We will introduce a new brand for a generation that is 

Obsessed with Everything 

Tagline: Obsessed with Everything

Our Audience is 

• Dominated by 17-24 year olds across all brands
• Prominently Female and 17-24  for Hollyscoop and ModaMob with more male users among TheFumble and TheSavory
• Regional, Urban - 80% NYC & LA
• Has an intimate relationship with their phone, lives on Instagram, Digital TV, Gaming

Audience Attributes 

• More brand loyal than any generation, ranking Apple and Netflix among top brands 
• Follows and is inspired by Lifestyle brands such as Refinery29
• Does not subscribe to Cable TV and prefers shows not on traditional TV (HBO GO, Torrents, Hulu Plus, Netflix)
• Top Shows: Girls, Game of Thrones, House of Cards, Breaking Bad, Orange is the new black

Source: Verizon and MTV Millennial Report 2014, Intern Focus Group

Focus Group Feedback on OBSEV

• Connotation: "I definitely get Obsession"
• Visual: "I respond to slick, clean designs, I want black and white"
• "I don't go to websites" 
• I love tutorials, things that are helpful, lifestyle brands
• "I only share something if it's funny"
• "I only follow people that are inspiring, not brands"

Source: Shandy Interns, Four, 21 year old fashionista's/Target Audience 

Brand Discovery

We will provide your daily fix and ensure you are in the know

We aspire to be

• A Cultural Phenomenon
• A verb, "I'm obsev with"
• Original
• First

How are we different? Aspirational Brand Attributes

• Access
• A Curator and Original
• Authentic

Brand Personality

• We are...Obsessed
• Addicted 
• Makes a statement
• Enthusiastic
• Authentic 
• Original
• Accessible
• Honest 

Brands we love

• Apple
• Beats By Dre
• Virgin
• Refinery 29
• Rihanna

Color Emotion

• Youthful
• Exciting 
• Bold 

Color Inspiration

• Energetic 
• Vibrant 
• Fun
• Young

Color Inspiration

• Bright, relevant to the stars we cover who we put in the spotlight 
• Palette should be vibrant but clean

Color Inspiration

• Distinct
• Memorable 
• Unique 

Deliverables/Guidelines 

• Complete Visual Identity - LogoType, LogoMark, Color Palette, 
• Must Balance Masculine and Feminine color emotion
• Appeal to fashonista's and not turn off Sports fans 
• Identify an Original typeface for web copy
• Develop complimenting elements for web user-experience

Obsessed with Everything