Volpa’s key objectives were to:
1. Refresh the design and editorial vision to create a quality magazine showcasing DACC’s members and provides value for member subscriptions
2. Ensure the magazine is published quarterly in a timely manner
3. Position the DACC magazine as the organisation’s key engagement tool for members and with the wider Dundee business community
With DACC’s brief in mind, we drew on our collective expertise to plan a more vibrant, informative and quality publication. With a former regional newspaper editor, children’s magazine editor and international trade magazine writer within the Volpa’s publicity team alone, there was a creative editorial team ready to think outside the box in terms of content planning. Also, add in a dash of design expertise from a Dundonian-born Graphic Designer and we had an impactful and exciting magazine in the works.
With a strong history of working with clients across Dundee and Angus, Volpa had an understanding of the mood of the business community in the area and what they would like to receive from a magazine. Dundee is going through an exciting period of dramatic change and, as a creative city buzzing with innovation and growth, we wanted to raise the bar for chamber magazines across Scotland and demonstrate what a UNESCO City of Design and home to the V&A can really do.
At the planning and research stage, Volpa worked very closely with DACC to produce an editorial plan which reflected a large cross-section of the members, telling their stories and sharing experiences. Each issue was given a theme which would resonate with the Dundee business community. Issue 1 featured the circular economy and issue 2 offered an international theme.
We created a new identity for the magazine, renaming it ConnectED. ‘Connect’ being what the magazine was aiming to do for DACC members and ‘ED’ reflecting the editorial value of the content.
Our strategy was to capture attention through creating a less corporate publication which was more engaging for members. We achieved this through a complete re-design of the magazine. We introduced a more image led approach, breaking up copy with impactful photography and new fonts giving the magazine a more consumer magazine feel.
Time was spent producing front covers which were sleek, impactful and immersive with strong imagery, design and minimal content – just enough to tempt readers to the pages within.
The actual ‘feel’ of the publication was reviewed too. We saw an opportunity to capture attention with a less common approach to the magazine’s paper.
A matte paper stock was introduced with a soft touch lamination on the cover and a burst bound style spine has given the magazine a higher quality more collectable style encouraging members to return to their copies and use them for reference in the future.