How to redesign a leading member magazine
Hardie Grant Media started working with the Australia and New Zealand Institute of Insurance and Finance (ANZIIF) in late 2018. It’s always exciting to work with new clients, particularly in this case as ANZIIF’s quarterly magazine the Journal was already so highly respected and well established.
For us, the challenge was to take an excellent print magazine for members and make it more appealing and relevant for a growing audience, particularly across Asia Pacific.
We think the latest edition of the Journal speaks for itself but a lot went on behind the scenes to make the fresh and modern visual approach a reality.
HOW WE DID IT
We really immersed ourselves in both the ANZIIF brand and as much insurance industry publishing and media examples as we could get our hands on – from here in Australia and right around the globe. Using search tools we delved into what industry professionals were searching for online and we scrutinised conversations happening on social media. We slowly began to really understand what sets the content of the Journal apart and started to put together a strategy for taking it forward into the future.
Our creative teams of editors, planners and designers delved into the strategy to create a whole new approach and look for the Journal in print and other channels. ANZIIF told us that long-form articles and investigative industry pieces are an important part of the magazine and help set it apart from competitors. So we applied a fresh lens to the design treatment, creating what we call ‘fast and slow’ elements. The creative vision retains comprehensive feature content while at the same time making it more accessible to time-poor readers or audiences whose first language is not English.
With a redesign, the ‘Evaluate’ phase is all about open and honest communication. We worked closely with ANZIIF on ensuring the creative vision met their requirements. Their deep knowledge and understanding of the insurance industry and their audience’s needs was invaluable. Together we rigorously interrogated everything – from cover treatments to long-form features and quick read pages. With the magazine’s fast and slow visual language established and several editions under our belts, we’re now well underway with future print editions and planning multichannel content.