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For a school project at the University of Minnesota, I was tasked with creating a conceptual product or service by identifying an opportunity within a specific industry. Over the course of the semester, I conducted competitive and industry analyses, identified a target audience, developed the brand strategy and creative expression, and created a viable communications plan with actionable objectives.

For my product, I chose to develop Hodgepodge Mag—an outdoor and recreation-based premium print publication that tells the stories of outdoor enthusiasts and the adjacent activities they engage in.

Business Challenge

The internet age has killed the real stories of the outdoors, and even worse, it’s causing enthusiasts to experience the outdoors through their phones and TVs instead of getting out to the remote places they love.

Insight

Many premium print publications already exist—Mountain Gazette, Adventure Journal, Outside Magazine, and Ori, to name a few—but they often position themselves as pristine coffee table books or styled showpieces. This approach overlooks what outdoor enthusiasts actually look for in a product like this. Sure, readers may enjoy flipping through them indoors, but the moments when they truly have time to relax and dig into the books or magazines on their list often happen outdoors—especially during the downtime that comes with recreational pursuits.

In addition to this, interest in premium print publications is on the rise, with many readers seeking more casual literature that can be consumed in bite-sized pieces. The appeal lies in offering digital-style stories in an analog format, allowing consumers to disconnect from their devices with minimal effort.

Strategy

Position HodgePodge Mag as the purpose built publication that empower exploration. We’re a high-quality print production, that's begging to be destroyed.

Take it on your recreational experiences, use it, and enjoy it. 

Creative Solution

When creating the look, feel, and branding for Hodgepodge Magazine I focused on a meticulous attention to detail—from discovering the most interesting, unheard-of corners of outdoor spaces to ensuring high-quality production and a distinct feel for the publication. Mixed with a human touch, our storytelling features a humorous, lighthearted tone that sets us apart. This mirrors the experience of recreation, where attention to detail ensures safety and goal achievement, yet the enjoyment thrives on spontaneity and messiness for the best experience.