‘Editorial Pop’ is the final concept we explored in moving towards a makeover of the Extra brand. 
It is the most extreme in terms of establishing a new positioning for Extra, and relies on strong, candid imagery and iconography.

Editorial Pop, whilst being the furthest departure from Extra’s current look, gives the brand a sense of ‘knowing the celebrity’
and moves away from the art directed shots seen on magazine covers to a more personable, approachable imagery.