The student has developed ideas for a magazine and social media campaign promoting food and nightlife in York, England. The magazine will have a 1990s-inspired aesthetic using a film lens and will feature the best cafes, bars, and Instagrammable spots. An accompanying Instagram account will allow users to complete a "FutureYork Social Media Tour" by checking into locations for exclusive deals. Production is scheduled over 8 weeks, with the student conducting research, capturing photos, and creating mockups to plan the campaign's look and feel.

1. Client Project Pro- Forma
Olivia Day

3. Mind Map – Magazine
• The inspiration for the aesthetic of my magazine is late 90s – Y2K with the addition of images through a film
lens. The return of the y2k aesthetic has gone extremely viral on social media platforms and has gained over 9.4
Billion TikTok views alone – showing the impact it has on a singular social media platform which is
predominantly used by 17-24 year olds (60%). (https://wallaroomedia.com/blog/social-media/tiktok-statistics/).
• With York having a population of just over 200,000, it is considers a rather small city compared to the buzzing
city of London with a population of 8.9million for example. Throughout the magazine I want to flourish that York
is a great place to be if you’re looking to visit a more serene, lowkey city but with the talent of offering the fun
and vibrant ambiance larger cities offer.
• I will achieve the appearance of the 90s-y2k aesthetic by using a film lens to capture the images that will feature
within the magazine and follow similar layouts to the late 90s / early 2000s double page spreads. E.g. by creating
a collage of images, edit film grain onto each photo and use a typewriter font style. A good example of a
Magazine that is inspired by the same aesthetic as I is Dazed and Confused Magazine. (https://the-
dots.com/projects/dazed-confused-layouts-120137).
• The magazine will feature many aspects that I believe will stand out to my target demographic such as best
nightlife bars/clubs in York, cosiest cafes, most instagrammable spots etc.
• The colour palette throughout the magazine will be darker tones with pops of bright colours, especially on the
pages about nightlife, however I may switch it up a bit and use lighter tones on the café pages to represent the
light-hearted cosiness of the cafés and the warmth of the food and
environment.

5. Mind Map – Food in York
• I plan on incorporating the cuisine of York into the magazine/social media page. This is because my
survey results revealed that for many young people, visiting cafes and bars are what most people tend
to gravitate towards doing when on a trip into the city.
• I will compose a ‘food tour of York’ within the magazine that allows people who view the magazine to
visit multiple cafes within the city and share snaps of the food online using #FutureYork at the chance of
winning deals for future visits.
• I will research pre-existing offers that some cafes/bars may have on and also include that within my
work as I am aware that people within the age bracket of 16-24 are mostly students and are very
conscious of their money spending habits, which I believe will spark an interest between my target
audience and the product itself.
• The social media page will just be an addition to the magazine and will include posts and reviews of the
cafes/bars in the city and I believe this is a great addition as it allows other members of the public to
comment on the uploaded posts – creating a communal space for visitors of York to leave reviews.
Young people love to be influenced online and comment their own judgement on influential posts.
• The food tour pages within the magazine will be presented in a timeline layout to permit easy-reading
and will also create a sense of structure to the tour.
The layout will look like this, and instead of dates and times (as
shown), the text will be café/bar names and images of the type of
cuisine they have on their menu.

7. Mind Map – Social media
• The social media account will be a public platform for people to access information easily and stay
updated on upcoming events in York – the same information will be accessible in the magazine too of
course.
• With the addition of a social media account, those who have read the magazine will be able to share
images of them doing the food tour of York with the opportunity to win exclusive deals once completed.
• Instagram comments are a great place to communicate and share opinions on visited locations and chat
amongst those who have also.
• The account will have the same aesthetic/vibe as the magazine itself by featuring grainy film lens photos
and have a consistent colour palette.
• I will interact with my audience and keep them interested in the campaign by uploading fresh content and
Instagram story polls. I will share the results in order for the input from people to be shared and overall
help others.
• The tour will be called ‘FutureYork Social Media Tour’. The aim is to travel to the cafes featured in the
magazine and upload images using #FutureYork along with a rating. This is a great way for local businesses
to grow along with tourists trying new foods and winning future deals along the way.
• The Instagram account/s @york.independentlife / @leeds.independentlife inspired me a lot as they
communicate with their followers and frequently update their account with new pictures and
recommending great places to stay.
• I am using the results of my survey I made during my research to recommend cafes/restaurants on my
social media account. I asked “Where's a place you would recommend to eat out in York?” and got 39
responses.

8. Idea Evaluation
I believe that all of my general mind map ideas are key to making an effective
campaign. They will eventually work together to create a successful magazine
that will stand out perfectly to my target audience of 17-24 year olds. I have
gathered enough research in each topic to have produced an understanding
of how the final product will look after production.
After researching existing products I have grasped a clearer vision of how my
magazine and social media page will look. For example, the main inspiration
for my magazine is DAZED magazine as I appreciate the edgy appeal and I
plan to mirror that aesthet9ic into my own work. This will also reflect into the
social media account as it is a page for the whole magazine campaign as it will
attract my target audience age group as DAZED does.

9. Developed Idea 1
DAZED magazine website:
• I have analyzed the website for
DAZED Magazine and the ways in which
its content is fitting to their target
audience (18-35 years Key age range).
Their aim is to produce content for
creative youths and tackle generational
topics.
• The consciousness of their target
audience is something that I plan to
reflect into my own work e.g., student
news, creative content, artistic visuals
featured within the mag.
• As previously mentioned, not only
will my magazine have food content,
but also social topics that will reach out
to my audience, as DAZED does.

10. Developed Idea 1
Here is a quick first draft of my FutureYork
magazine cover:
The font of the masthead and the main
coverline are bold and slightly bubbly
which allows it to stand out and grab the
attention of the younger audience
whereas a less bold, more sophisticated
font would not.
The font of the coverlines remind me of
y2k techy typography.
I edited the image to have a grain effect.
I have tried to imitate the aesthetic of
DAZED magazine by incorporating a
bright, bold font and grainy effect on the
image.

11. Developed Idea 2
• In order to grasp a general idea of how my Instagram
posts will look, I used a Fake Instagram Post Generator
site and managed to create a visual of how I intend the
sort of content that I will post to look.
• I imported an image I had taken previously on my
phone and made it the subject of my post and then
proceeded to edit the caption and location of the post
etc.
• By experimenting with Instagram posts and how they
will appear, I am able to look at the result and make
changes where I see fit. For example, this has made me
realise that the photos that will be featured on the
Instagram page should be a lot more aesthetically
pleasing to look at and be captured with a much more
careful and professional lens.

12. Developed Idea 2
• To expand my vision of how the Instagram profile
will look, I composed a mockup of the page from an
iPhone.
• I did this by screenshotting an existing Instagram
profile and then completely tailor the appearance to
how I see fit. For example, I created a mock-up profile
icon, customized the profile bio to give a brief
description of what the brand is and what the page is
for, and made small additional changed such as
follower amount etc.
• The photos featured on the account, I found off the
internet however they perfectly represent the
aesthetic and colour palette of the feed in which I
intend.
• By producing this brief mockup of the social media
profile, I now have a vision in mind of how the final
product will appear once I have applied conventions
from the mockup and more.

13. Assessment of final ideas
Suitability for audience:
I believe that my product will be easily accessible to my audience especially if the
algorithm of social media works in my favour which I am confident it should as I will be
uploading trendy content along with hashtags and adding the location to each post.
I have planned, in depth, the effects of including current trends (e.g., 90s, y2k) into
influential content as it enhances the opportunity for success.
Suitability for client:
I do believe that my idea fulfils the brief I was given by the client. The concept of
creating a food-based tour with the award of discounts and offers, will stand out
massively to the target demographic, (17-24) as my survey results revealed.
Timescales:
I travel into the city of York frequently and therefore time and travel are no burden. The
only disturbance is my work and college schedule however they are both particularly
close to the city themselves. There is no trouble carrying my camera along with me as I
have always believed that capturing candid, spontaneous shots are a lot more effective
and real which would look great on the Instagram feed. With the time I am given at
college to edit and produce my work, I may need to spend a bit of my after-hour time to
catch up and ensure that the work is more than satisfactory.

14. Production Schedule:
Deadlines:
 Start - Thursday 15th September 2022
Week 1 - Task 1 Audience analysis​ (Deadline Wednesday 28th at 9am)
Weeks 2-3 - Task 2 Idea development & Proposal and Task 3 Planning
Weeks 4-7 – Task 4 production
Weeks 7-8 – Task 5 evaluation
 End: Friday 11th November 2022
Availability:
My personal availability is pretty fluid as I previously stated that I will carry my camera around with me at the
chance of capturing a moment through the lens that will be beneficial to the magazine and social media page. I
will take time to do research of the city in my own time to be featured in the magazine and as for the social
media page, I can create that behind the screen of my iPhone which will cost me no time or huge amounts of
energy.
Feedback:
I am receiving feedback along the way through my research and planning process and making grammar changes
where needed so that I am prepared for the production phase. As for the feedback of my final product, I will
send my work to those who I believe will assess it well towards the end of my production sector to then leave
myself time to make changes where they may be applicable.
Resources:
I will ensure that my camera and phone do not run out of charge whilst I am photographing images as a part of
my production. (camera battery and iPhone charger)
The work will be produced through adobe photoshop which college have sourced me with.