Let’s face it; the very nature of the day-to-day routine of a modern business person often has us glued to our mobile devices. However, we know that taking time out to read an opinion piece or business advice column requires focus - and mobile devices and web browsers don't always provide the best space to shut out distractions, such as emails and other electronic notifications.
Equipped with this information, we believed that we could offer a fresh approach and unique design to Infocom, a publication proudly associated with the Nelson Mandela Bay Business Chamber. Nelson Mandela Bay business people and game-changers need a quality publication that offers advice and opinion; and with all the new-aged entrepreneurs making a mark in our city, we felt that the Infocom needed to appeal to this specific new tech savvy reader. Our mission was to re-design and inject energy and life into the pages.
Some of the changes are bold, with the most significant being the cover and masthead. The Strategy design team improved the grid structure and navigation of the magazine by standardising some elements - such as dramatic introduction spreads and a mix of style key fonts and negative space, to create a calm reader experience.
All this while creating flexibility within a grid, to allow every story to come to life and create an engaging reading experience. All these elements will be put into play (and fully implemented) in the next few issues.
With the above said, we also considered that a fresh, innovative look could offer more opportunity to potential advertisers. Companies want to advertise in publications that match their image and represent their ambitions and outlooks. Having a more current look gives the publication a more contemporary feel which also impacts readers' perception of the advertisers appearing in the magazine.
Take certain lifestyle products, like luxury watches, for example; they clamber over each other to secure space in well-known publications like the Time and Forbes magazines. These magazines not only attract their target markets, but the image and tone of the magazines match the image of these brands. It’s the perfect win-win relationship and it’s a recipe for success, every time.