Inclusive staff magazine for international brand
Brief
Re-design the staff magazine Next for the international company BillerudKorsnäs.
My role
Art director
Core skills
Editorial Design, Corporate Communication, Typography, Proof Reading, Illustration
Overview
BillrudKorsnäs is a world leading producer in high performance paper and packaging. I was asked to re-design its’ staff magazine in dialogue with its’ editor and the companys’ communication department.
Business goals
- Maintain an informed workforce that feel appreciated and loyal to the company.
- Communicate BillerudKorsnäs core values.
Objectives
- Make the magazine easier to digest by its’ readers
- Increase the identification with the brand
- Modernize it’s visual appearace
- Re-define the magazine’s brand imagery
Challenges
- Create an editorial design that is easy to manage for three language versions
- Keep the production flexible and creative despite many involved departments and regulations
- Finding the balance between “internal marketing” and the readers’ identification and relevance.
Design solutions
Through an iterative process, the design met the objectives of this project. Since I was also producing several issues of Next after the re-design, I reflected on that the new format was easy to work within, and flexible for the three language versions.
- Greater variation in length between short articles and longer features.
- Clearer definitions of the front-of-book and end-of-book contents.
- More article types from a “floor perspective”.
- Seperate pages for text respective imagery, to the highest degree possible, to achieve a calmer and more digestible layout.
- New fonts.
- The brand imagery was re-defined keeping in mind that most photos were taken in the special lighting of heavy industry, or had a very low resolution.
