As part of their extended offering to clients, Randall & Payne compile a quarterly business magazine, stacked to the brim with the latest financial news and developments. When we delivered a much-needed rebrand for the firm, we gave In Focus a complete refresh, too, and gave it the look and feel it always deserved.
The original In Focus was very cramped with an old-fashioned design that didn’t reflect the progressiveness of the business. When considering the new-look In Focus, we wanted to stray away from the typical ‘local business quarterly’, and started with the vision that the magazine shouldn't look out of place on the shelves of your local newsagent.
Our first step was to redefine the masthead. Using a more modern font and the colours we defined in the rebrand, we created a bold, recognisable title that would stand out amongst other publications, while introducing the strapline to reinforce the brand promise. We added better signposting on the front cover, focusing on one main subject rather than placing emphasis on too many different articles, and introduced our service icons to ensure synergy between all brand collateral.
Throughout the magazine, we worked in the new brand purple, creating striking article layouts that were a pleasure to read, and steered away from dodgy stock images to guarantee that each spread looked the business. We also know that busy directors and financial officers don’t always have time to pore over every page, so we introduced key pop-out quotes and a handy ‘Bite-Sized Thinking’ section that summed up the most important points in any given article.
As well as overhauling how In Focus looked, we worked with the firm to develop better working practices internally, ensuring that each issue contained interesting articles while helping the team to develop an editorial format that could be rolled out across future issues.
As well as ensuring each area of the business got its chance to shine, we introduced a regular guest article, split out the news articles so that local business news would make more of an impact, and introduced more opportunities to showcase Randall & Payne’s upcoming events.