Superfluo – Young Art Magazine Editorial & Branding Share: Pesto Score Awaiting client review n/a Date Published 3 October 2019 Reading Time 1-Minute Read Superfluo invites to know and experience the young Uruguayan art; shortening distances between both digital and printed cultures. The Challenges • Starting from the ground up, with no previous research whatsoever. Building each and every aspect of the organization and its strategy. This proved both a challenge and an opportunity. • We needed to work on defining the brand’s personality with no real artist’s work since the magazine was being kept a secret. • Finding a differentiated identity according to the profile of Superfluo that at no time obscures the work of the artists. The Process • We started with a series of strategic meetings, ranging from intangible aspects of its essence to technical details of the magazine (points of sale, printing specs, etc.) • We conducted an exploration phase regarding style since this was an important factor regarding its primary customers (young adults, entrepreneurs). • Created a proposal for potential investors showing issue #0 of the magazine (a dummy).