Odeon Poetry Magazine
How can we encourage younger viewers to fall in love with poetry and make it more accessible?
Services
Branding and Illustration,
Social Media Marketing,
Editorial Design
Description
The vision for Odeon Poetry Magazine stemmed from a desire to unite poetry and art in a way that captivates a younger audience. The inaugural issue, "Moving in Silence," sought to visually interpret the quiet introspection and discovery within its poems, using art to enhance the emotional depth of each piece. By merging elegant illustrations with the emerging voices of New Zealand poets, Odeon strives to break through the barriers of poetry’s elitist perception, making it more accessible to younger viewers. But how do we achieve this in a world where more immediate and visually driven forms of entertainment often sideline poetry, making it harder to capture the attention of younger audiences who crave quick, immersive experiences?
Research
Our research began with a clear observation: poetry, particularly traditional forms, struggles to engage a younger generation, with viewership most often declining in people aged 15-25. However, in our deep dive, we found that visual storytelling through art—particularly illustration—held a strong appeal for this demographic. Given the constraints of university and community outreach, we adjusted our target audience to young adults aged 18-25. This shift informed not just our content but our branding and promotional strategies. By pairing poetry with contemporary, vibrant illustrations, we aimed to lower the perceived barrier of poetry being inaccessible or elitist.
Challenges and Solutions
OBTAINING SUBMISSIONS Challenge: Building credibility and attracting submissions. Solution: Promoted the magazine through Instagram, university class visits, and posters in student spaces. VISUAL IDENTITY Challenge: Balancing the playful appeal for younger viewers with the elegance of poetry’s classical roots. Solution: Created a visual motif of a butterfly, combined with a vibrant colour palette, and a typeface featuring quotation marks symbolizing emerging poets. SHORT TIMELINE Challenge: Completing branding, promotion, curation, design, and production within a 10-week deadline. Solution: Established strict deadlines, maintained mentoring sessions, and actively sought feedback throughout the project. PROMOTING AND SELLING Challenge: Build community and sell the publication. Solution: Sold directly at local zine fests and markets, interacting with the audience in person and online.
