#Architect digest plus#

“I really relished the challenge,” Astley said. In 2016, Anna Wintour, now also the artistic director of Condé Nast, approached Amy Astley to become the new editor-in-chief of Architectural Digest.

#Architect digest plus#

The biggest plus of this positioning idea was its ability to appeal broadly a wider class of audiences without alienating its core base of readers who have subscribed to AD for decades. The third – and recommended – brand positioning idea ‘Playbook for living’ captured in a powerful and simple way, the notion of AD as the definitive ‘dream’ book that could direct and guide the essential aspects of how architecture and design unite to create living spaces. The first idea ‘Leading the Way’ emphasized the forward-thinking, leadership role AD plays in helping to inspire individuals who are passionate about stylish living in all its forms: from the way they dress, to the way they entertain, to the way they design their homes.Ī second idea ’Simply Extraordinary’ focused on AD’s role in helping its readers celebrate a way of living beautifully and beyond the ordinary.

SOLUTION:īased on a foundation of research, internal interviews and competitive insight, we created several brand positioning ideas and shortlisted to three options. Launched in 1920 as a California trade quarterly, the magazine evolved over the years, increasing in frequency and broadening in scope.Īrchitectural Digest needed to redefine itself to both advertisers and readers to portray a new image: as a magazine which could have widespread appeal and readership – and not just a book for architects, interior designer, or so-called Park Avenue “matrons”. Architectural Digest is a vibrant monthly celebration of international design talents, innovative homes and products, inspiring decorating ideas, culture, and travel.