Challenge: I was tasked with a consumer insight project to produce a lifestyle magazine targeting male baby boomers. I was required to mock up a cover that portrays the concept I developed in order to propose it to a speculative new business team for a hypothetical ad agency.

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Proposal: Arrived magazine will be a celebration of male baby boomers’ arrival to the stage in their lives where they can only get better moving forward. The concept focuses on the notion of rebirth, in which a man passing into the post middle-aged range is positioned as rejuvenated, revitalized, and ready for the next chapter.