Master Project Brief

The problem

In almost every sport women have less opportunities then men. There are far fewer competitions for women and the prizes are less worth competing for. But the situation is so much worse when it comes to action sports. Extreme sports competitions – including skateboarding, motocross and BMX racing – have almost always been a man’s world which young female athletes struggle to break into. It is almost impossible to find sports clubs for action-orientated girls. There seems to be a lack of structures within which young girls could train and compete.

Female sports also receive less media exposure than their male counterparts. Female participation in actions sports is often seen as a hobby rather than a possible career path. Young girls struggle to find female role models in action sports and are often discouraged from participating by their male colleagues.

The Goal

This project seeks to:

• Break down the barriers between extreme and traditional sports;
• Promote action sports as entertainment, hobby or career for girls;
• Promote equality for women willing to participate in action sports competitively and/or on a professional level;
• Promote action sports as an alternative to gym memberships and conventional sports for women willing to improve their fitness level and have a healthy lifestyle;
• Encourage higher media exposure for women in action sports.

The Means

I intend to develop and launch a new monthly magazine aimed at young women interested in extreme sports. It will inspire girls to try new activities and excel at those they like most.

The magazine will be accompanied by a website providing opportunities for networking in order to establish a real community of adrenaline-loving ladies.

I will also develop a style-guide for the publication alongside with samples of covers and magazine spreads. There will be a possibility of developing a promotional launch campaign as well.

Upon completion of the project I intend to pitch the idea to publishing directors at Factory Media, the publisher of the Cooler magazine (competitor).

The Challenge

The biggest challenge is breaking into a very saturated market of women’s monthly magazines. Magazine publishing is also a declining industry affected greatly by the digital revolution. However, there seems to be a significant niche as the vast majority of women’s magazine focus of fashion and celebrity gossips. The UK market lacks a publication for women’s sports in general and there is nothing for girls in extreme sports either. I recognize it as a great business opportunity and the way to overcome the challenge.

The Outcome

Magazine launch is mainly a branding exercise, which includes:

• Current market research, competitors analysis and positioning;
• Business opportunity;
• The brand development (name, slogan, mission statement, core reader, the content breakdown, flat plan, section plan);
• The magazine’s visual identity (logo, typography, visual style, visual vocabulary, navigation system);
• Design guidelines and style book;
• Final product (sample magazine covers, layouts and spreads as well as a website);
• Promotional launch campaign;
• The final idea pitch/presentation.