Brand Challenge
Then Magazine was born from an idea. An idea that wanted to publish popular and lasting magazines for the books in our homes. Magazines with a simple and intimate tone but in the cut and format of a book. Then is a cultural magazine, each issue of which is dedicated to a specific topic and, by utilizing prominent figures and prominent writers, is a comprehensive look at Iranian subjects.
The first issue of the magazine was published in the winter of 2016, and after several issues were published, a qualitative study was conducted to extract the desired benefits from its readers. The results of this study indicate that the readers of the magazine are very interested in Iranian topics and are eager to learn more about the cultural-Iranian symbols of their homeland. The audience wants the content written in the magazine to help recognize and develop the authentic identity of Iran and Iran, and then be their own homeland. In fact, the readers were looking for an intellectual magazine that would introduce Iran as an advanced country with a valuable heritage and publish articles that would preserve and develop Iranian values and beliefs, and on this basis, the brand identity was then developed.
The resulting experience
The magazine is one of the first publishers for which a branding project was defined and its identity was designed based on the information obtained in the brand research phase. The magazine’s identity was then developed in a way that responds to the benefits requested by the magazine’s readers and the topic of each magazine was determined and the content was published in it based on the identity and personality of the brand. For example, issue seven: Khayyam, the Poet of Today. It deals with the knowledge of Khayyam Neyshaburi, one of the greatest Iranian poets and mathematicians during the Seljuk period who dedicated his life to the development of poetry, mathematics, philosophy and natural sciences. This issue aims to introduce one of the prominent Iranian celebrities. Or issue three: Paykan, 50-year friendship. It tried to address one of the authentic and nostalgic Iranian cultural symbols according to its identity, which has become an unforgettable part of Iranian memories. The final point is that, considering the brand identity, the phrase “Then, sometimes for your own country” was chosen as the brand slogan.
At THE Branding Agency, we hope that publishers and thinkers in our country will think deeply and intelligently about creating an identity to build lasting brands in the publishing and magazine fields, and implement an identity-based mindset in their businesses.
