COAST Magazine: Russia
Advertising Consultant
I started working with Anna Jackson-Stevens and Victor Myznikov, the magazine's creators, as an advertising consultant while studying Russian in Saint Petersburg. Anna is a British transplant while Victor is a Russian-native.
Originally, I was supposed to help them find interesting and unique places around Saint Petersburg, but once they found out I was interested in advertising, they put me to work on new projects, chief of which being to develop a brand statement and create a media kit for potential investors and new business. At that point, all Anna had was a list of adjectives and a general feeling of what she wanted Coast to be. They had just undergone a name change and were expanding their distribution, so it was the perfect time to make a statement. Anna and I quickly came up with the following Coast Philosophy:
After the philosophy was set, we were clear to produce the media kit. To do so, I emulated the style of the magazine, copying layouts, fonts, and divisions into the new kit. Anna acted as my supervisor, but I actually designed and constructed the project. This process introduced me to how advertisers work in foreign markets. I learned new laws and regulations for alcohol and other product marketing that were very different from those in the United States. After a lot of communication with various assets, however, we finally produced a finished product.
Social Media
While studying abroad a second time in Paris, I met up with Coast's primary investor, James Cook to discuss what else I could to do help. We decided that it would be best for me to stay on and consult on various social media opportunities and directions that Coast should take, as well as to help consult on their website.
Since that time, the website has been updated, but few changes have been made concerning their social media.
Smaller Projects
Anna asked me to produce a photo for the magazine to highlight Argon Anchovies. She wanted it to mimic Andy Warhol. Anchovies are supposed to be an up-and-coming luxury food that her father conveniently loves. Anna tries to make the magazine reflect what she's interested in as it matches up with societal and cultural changes around the world.
