Destiny Careers enlightens and empowers its readers while redefining what a career is and what work-life looks like.
Destiny magazine is a magazine featuring South African Iconic businessman and businesswomen. Destiny then created a new magazine aimed at young millennials. Destiny Careers enlightens and empowers Its readers while redefining what a career is and what work-life looks like.
The Challenge: How do you launch a new print magazine in a digital age, that people will find interesting to read?
The KANAKA solution:In order to create a new print magazine that people will find interesting, one would need to create a new visual identity; aimed at speaking directly to millennials. The scope consisted of creative strategy, identity development, guidelines and magazine design. KANAKA proposed a “Depth in Feature” approach. This approach meant creating a visual identity deliberately aimed at a layout that plays on white space and gives features more detail. By using Destiny’s brand personality, we developed a creative strategy that would disrupt the ‘less is more’ visual norms of the category. This approach helps to stimulate a reader’s attention on the features. The project was very well received by its targeted audience