The design and the new logo
We have also made some changes to the design to express the magazine’s two connotations: being female and being a magazine that ‘makes life easier’.
“Female” means speaking a language that is much more complex and multifaceted, in a balance between seriousness and elegance. And the design solutions for Donna Moderna tries to do just that, freeing itself from stereotypes to find a linearity and visual stimulus, in a setting that is never a stuffy elegance.” This is the thinking of the new art director Luca Pitoni who continues: “Being a magazine that ‘makes life easier’, means to be refined in the ideas and at the same time simple in the way you present them.”
The design has become uniform, linear, clean and colourful. A single font characterises all the Donna Moderna products, in order to communicate clarity, immediacy, uniqueness, recognisability. The idea is to simplify what is written, not least through taglines, captions and emoticons that highlight important concepts.
There is also a change to the logo that is now fuller and rounder. The D of Donna Moderna becomes a brand that will be used across all channels.
Web and social
Donnamoderna.com, which has 4.7 million unique users (Audiweb View, February 2016), over 432,000 followers on Twitter and 494,000 fans on Facebook, will inaugurate on the occasion of the renewal of the brand, a female-focused news channel, focusing on the news news and stories that revolve around the world of women: a section that will clearly explain the most important current events and comments collected from more than 50 opinion leaders.
This section will also be the starting point for a daily newsletter Un caffè con Donna Moderna, sent early in the morning, with a summary of the three things you need to know every day to have a conversation or express an opinion about what’s happening in the world.
Starting today Donna Moderna also opens a “channel” on the instant messaging app Telegram, thanks to which you will can keep up to date within the application on the most interesting current issues relating to women indicated by the brand also with links to articles published online.
TV
From this week, every Tuesday, Donna Moderna will speak about the most interesting current issues relating to women also on Mattino 5, 5 AM, the Canale 5 programme on the air from 9 to 11.00 am, with contributions form the magazine’s staff.
Also, starting next autumn, a new edition of Donna Moderna Live, the La5 programme that met with great success in the last season. Every day the faces and the coach from Donna Moderna keep the public company involving them in tutorials about health, beauty, food, the home and fashion.
Mediamond
“The cross-channel nature that Donna Moderna is adopting takes into account people’s new media consumption habits: our media diet increasingly passes through different media and devices that are enjoyed sometimes even simultaneously. The time spent on media is increasing, but it is more fragmented and more difficult to reach,” said Davide Mondo, chief executive of Mediamond. “Mediamond has all the touch points that the vertical brands develop on the web, for the benefit of advertisers whose communication strategies are moving precisely towards a cross-channel approach,” Mondo concluded.
New communication campaign
In support of the re-branding of Donna Moderna a communication campaign has been produced by Hi! Mullenlowe and planned in print, on the web and social channels.
The TV commercial was developed and produced by Magnolia and directed by Mattia Molinari. Shot in Milan, the video moves in front and behind the screen, before and after the news, among women who are on this and on the other side of the page of the magazine. In a continuous crossing of characters and narrative levels you discover how “Donna Moderna is always connected with the news and the latest trends and with its readers” through all the channels of the platform.