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POSITIONING

«Money Plus» img Financoff

PROBLEMATICS

The small newspaper «Money Plus» was gradually losing the interest of its readership, the proposed format was morally outdated, the topic covered a too narrow area and required expansion.

TARGET

To rebrand the «Money Plus» publication to attract a new target audience and enter European countries. To transform a small newspaper into a full-size glossy magazine and take a leading position in its segment on the Ukrainian media market.

CORPORATE STYLE

NAMING

The new name of the magazine – Financoff, reflects the main direction that the magazine covers - business and finance. The style is adapted for the English-speaking audience.

LOGO

Project logo was created

COLORS

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FONTS

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EXPANDING THEME

A narrowly targeted publication, a small financial newspaper, transformed into a full-fledged glossy magazine, with many headings covering all aspects of the life of a modern business person.
The new original format was named “business gloss", which was used for the subsequent positioning of the Financoff brand.

LANGUAGE VERSIONS

Materials in Financoff were published in Ukrainian and English.

DESIGN AND PRINTING

The A4 edition was printed on thicker glossy paper, and the number of pages increased. The circulation increased.

LANGUAGE VERSIONS

Materials in Financoff were published in Ukrainian and English.

SOCIAL NETWORKS

Pages were created in social networks: Facebook, Instagram. The magazine's YouTube channel was created. A content plan was developed and implemented.

COMMERCIALS

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One of a series of commercials under the slogan «Financoff is more valuable than money». It was timed to coincide with the issue of 07-2019 with Baron Alexander Zanzer on the cover.

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The ad plays on the slogan «Financoff - take only the essentials with you» and has an unexpected novelistic denouement.

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An unusual first-person action video was filmed for the release of Financoff 09-2018 with Dmitry Kolyadenko on the cover. It was included in the series «Financoff is more valuable than money».

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Another video from the series «Financoff is more valuable than money» plays up the popular theme of the zombie apocalypse and presents a new version of the slogan.

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A commercial from the series «Financoff is more valuable than money» was timed to coincide with the release of issue 08-2018. Entrepreneur Artyom Khristin was on the cover.

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A commercial announcing the release of the first issue of Financoff after the rebranding. It opened the series «Financoff is more valuable than money».

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Promotional video for the first issue of the updated Financoff. It played another version of the slogan: «Good taste needs no comment.»

RESULT

The magazine took a leading position in the Ukrainian media market. The changes that took place were reflected in the new price list for publications and advertising in Financoff magazine. The capitalization of the publication has grown by an order of magnitude..

The magazine's rating was increased by interviews with celebrities, reports from international business forums. Representatives of the Western aristocracy and famous businessmen became the faces of the cover. Interest in the publication arose in Europe and the USA.

The expansion of the subject matter and the emergence of new headings led to the need for another rebranding.

BRAND STRATEGY

Financoff img Fostylen

PROBLEMATICS

Throughout its existence, the Financoff magazine constantly evolved - the content was supplemented with new headings, new topics were covered in publications. The title no longer matched the published content in the offline and online versions of the publication.

TARGET

Going beyond the limits of a narrow direction, reflected in the name and style of the magazine, expanding the topic – covering all areas of business and social life. Active promotion of the magazine's online version.

CORPORATE STYLE

NAMING

The new name of the magazine - Fostylen, reflects the new concept of the publication aimed at highlighting the lifestyle of a modern successful person: all areas of activity and the entire spectrum of interests, from politics and investments to tourism and beauty.

LOGO

Project logo is created

COLORS

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FONTS

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LANGUAGE VERSIONS

Materials in Fostylen are published in Ukrainian and English.

INTERNET VERSION

SOCIAL NETWORKS

Pages in social networks: Facebook, Instagram are rebranded. The YouTube channel of the magazine is rebranded. A content plan has been developed and is being implemented.

COMMERCIALS

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Promotion of a new issue with Djimon Hounsou on the cover. The Hollywood actor shares his impressions of his collaboration with Fostylen.

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Cover story for Fostylen magazine / September 2020 with Anastasiia Bondarchuk, the heroine of the issue.

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Cover story for Fostylen / February 2021. Cover face is Iryna Ignatenko.

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Cover story with Irakli Makatsaria and Anastasiia Bondarchuk in the Italian Alps.

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SUBSIDIARY PROJECT

Fostylen Kids, a subsidiary project is launched. It is an interesting educational magazine for the young generation, designed for a readership from 5 to 15 years old.

BRAND IMAGE IMPLEMENTATION IN RUNET

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Presentation of Fostylen's new subsidiary project – Fostylen Kids, the children's magazine.

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Cover story for Fostylen Kids debut issue with Darya Horoshko, its heroine.

RESULT

Business gloss Financoff has become the lifestyle magazine Fostylen. It continues to occupy a leading position among the glossy publications in Ukraine and covers an increasing readership. The most top celebrities in the world began to appear on its cover more and more often. Today the magazine is distributed in seven countries of the world, excluding Ukraine: Portugal (Lisbon, Porto, Cascais), Monaco, Italy (Rome, Venice, Milan), Belgium (Antwerp), Spain (Madrid, Barcelona), France (Paris, Cannes, Saint-Tropez), USA (Los Angeles). The cost of advertising in Fostylen, the cost of cover, and publication have increased significantly.