Redefining branding with Ruramai Musekiwa.
Creatives, stand up and fight for your artistry to be recognised far beyond the forte’s of your stoep. Represent sat down with Ruramai “Rudo” Musekiwa, the creative director and brains behind BSN – the soon to be launched digital magazine. Here’s what she had to say.
Ruramai
Who is Ruramai? Give us a short background of who you are and what you do for/at BSN?
I’m a creative with a passion for the extraordinary. My background is graphic and web design, DTP , copywriting and fine art. I was born in Zim and spent a portion of my childhood in Australia before coming back to a vibrant and diverse SA, so my world view has been shaped by a colourful myriad of experiences. I am the Creative Director of BSN & Studio Rrr Design. I conceptualize and create everything related to BSN at the moment.
How did BSN Magazine come about? Take us through the last 6 months of preparation?
Brand Spankin’ N(YOU) has been a labour of love for the past 7 years. The idea to create a unique and inspiring publication was born in my internship days and it was quite a blurry concept back then. I would create random magazine cover designs and layouts conceptualizing a publication that changed shape and form over the years. I went through dozens of concepts, even had a Mxit interview with Zuko(our cover feature) in 2009 (laughs!), but I needed to fine-tune it further. I quit formal employment in July 2011 and my passion for brand architecture and the branding process grew. I think it was important to refine this concept from a cool artsy zine to what it is today; a fully matured magazine that is ready for take-off.
The last six months have been interesting. A lot of late nights building the marketing strategy, designing teasers and promotional material, research, writing, reworking layout ideas, meetings, Sit-down and Skype interviews… It’s been a busy time and I think we all get to points where our passion and belief in what we’re doing is tested. I’m thankful for resilience and everything that reinforced my convictions and belief in this idea.
Volume 1 - The Creative Edition
Describe what is BSN?
Brand Spankin’ N(YOU) is a movement driven by a passion for creative branding and telling inspirational stories about passion brands. Essentially BSN has two compartments; the publication (BSN magazine) and BSN Brand Architecture which encompasses brand coaching, branding workshops, creative solutions (graphic design, web design, illustration etc.)
Who/ what inspired you for this project and what message do you wish to convey?
It’s hard to pin-point one reference point of inspiration… I was and continue to be inspired by amazing brand stories, good design, and the desire to see good branding.
I would like to convey a very simple message: Own YOUR space in the world, tell YOUR story,
“Do best!”
What is the human experience you are offering your audience?
When I speak of the human experience as the core of BSN magazine, I speak of our shared experience; our everyday encounters, hardships, dreams, victories, our individual spaces and unique contributions in this infinitely big world; the stories we all own. Behind the brands that are featured in BSN magazine are human beings. I think a lot of brands lack a personal touch so I’d like to bring that across with each feature. We should all take ownership of our place in the larger scheme of things, refine our unique offerings and celebrate those who are striving past expectations and mediocre standards.
Will BSN magazine specifically delve into the arts sphere as a focal point?
BSN Magazine will have a series editions with specific focal points. The launch issue for example is volume 1 of the Creative edition. I would like to explore passion brands in other industries as well and move away from the “artsy” mould.
Inside scoop.
Describe the LSM (Life Style Measure) you are targeting with BSN?
Well the target market is segmented into three profiles so finding a good balance in content is imperative.The BSN magazine readers are: Young Aspirant or established Entrepreneurs,
Trendy, techno savvy; individuals and Head honchos that have a keen eye for the cream of the crop in and around South Africa.
Facebook Page.
By the way, BSN’s Facebook page looks amazing, tell us who’s the designer behind your page?
Thank you, I tried to incorporate a lot of messages relating to BSN through the visuals on the Facebook page. I’m fortunate enough to be aware of the importance of making a brand visually appealing, so that will also be carried through with the design of the website.
And the launch is slated for June 22nd, what is your expected outcome on that day?
I trust that the launch issue will be received very well when we go live on the 22nd.
I believe that BSN magazine’s official appearance on the scene will be a memorable one.
Last but not least, where to from here after BSN has been launched?
Growth, gradual inroads into the international market. Brand coaching, branding workshops and the reinvention of brands will be running parallel to the publication. I would like to establish a network of creatives that collaborate on branding projects and use the BSN platform to enlighten the audience about creative branding whilst engaging with them on a continuous basis.
You can follow Rud’s amazing work and get in on the launch here:
She Represented.
