For our client crafting custom homes in the luxury market in Charlotte, NC, experience is everything. From the initial meetings and planning phase all the way through to the final punch list and move-in, attention to detail and a focus on creative solutions are on display.
We echoed that approach in rethinking the design and delivery of their bi-annual mini-magazine. The publication features spotlight stories on their gorgeous custom homes, talks about their process, and even introduces readers to their project partners, putting some of their best work on display.
When we first got our hands on the publication, it was primarily crafted for print. The design was similar to a traditional newsletter or newspaper style layout with columned text and inset image. Digital delivery focused “quick and easy” and was traditionally an email with a PDF version of the newsletter attached.
Our Goal: Elevate the print and digital experience to match the quality of work and craftsmanship that the publication already highlights.
Here’s how we did it.
NEW PUBLICATION DESIGN
Since print had always been the primary focus, our team started there. Our first step in elevating the design and experience was to move from “newspaper” to “magazine.”
We added additional spreads that allowed us to enlarge images and create a much more visual layout. Then, we shifted copy styling and format to enhance the visual narrative, not distract readers.
On the production side, we upgraded the paper quality for a more luxe feel, and helped our clients streamline the delivery process by working to provide an all-in-one solution for print production, post production (mail merge, envelope stuffing, stamping) and delivery.
NEW DIGITAL EXPERIENCE
From the start, we knew we wanted an elevated digital experience that both matched the quality of the print publication, but also worked to support the client’s goal of increasing traffic to their site.
The solution: We developed a custom microsite for the newsletter.
The design elements are similar enough to the print piece that they feel cohesive, but we also placed a large focus on “shareability.” Each newsletter article lives on it’s own page making it easy for our content team to share individual articles.
The digital format also allowed for expansion of the print content by integrating interactive elements, expanded photo galleries and video throughout the pages.
Packaging all the content into one microsite allows the initial digital distribution to happen via one link, shared out to their contact list. After the initial distribution we’re able to share individual newsletter snippets across social channels or cross link articles back to the gallery pages for the specific projects.
Check out the full issue here.