K magazine – Marie Jourdren

K Magazine

DIGITAL MAGAZINE RELAUNCH — 2014

CLIENT. KERING GROUP

ROLE. STRATEGY & CREATIVE DIRECTION

CONTEXT.

K Magazine was born from Kering’s rebranding — but it still needed to prove its purpose. Not a consumer magazine, not a brand blog, not a traditional editorial object. Something new: a digital magazine that would draw, in negative space, the group’s vision of luxury — substance over appearance, sense over status, emotion over seduction, durability over the ephemeral.

APPROACH.

I led the creative direction of the complete relaunch: defining the editorial positioning around four pillars — Visionary, Openness, Femininity(ies), Commitment; designing a new reading aesthetic where form elevates substance, with innovative features (reading time, advanced sharing, reading lists, multimedia); conceiving the activation strategy (launch event, special editions for Cannes and Women’s Forum, guest editors, social ecosystem).

WORK.

Strategic and creative recommendation. Brand platform and editorial positioning. Website redesign (multi-device). Editorial charter and content system. Activation plan (launch event, special editions, guest editors, social strategy).

TRAILER.