Loyalty Magazine

The brief:
To create the 2022 edition of our loyalty magazine; initially sent to loyalty club members for exclusive reading, before later being published online. It should inspire and inform, encouraging rebookings as a softer sell without heavy commercial elements.

The magazine will also be adopted by all regional teams (Australia, Canada, USA, and EMEA) and launched across their respective markets, so consideration must be taken for their localisation requirements.

Deliverables:

  • A high-quality printed magazine for loyalty members
  • A web version, created in Foleon, later repurposed for email marketing and featured on the website to attract new leads

Industry:
Luxury Cruises

Skills:
Project management
Print design
Web layout
Foleon

This project was an exciting opportunity to explore my passion for layout and editorial design with creative freedom across 10+ articles. I worked closely with the brand team and copywriters, providing rough layouts early in the process to help guide copy length. From there, we refined the design together, ensuring a seamless flow between content and visuals.

Drawing inspiration from past editions and other industry magazines, I developed a look and feel that aligns with our brand guidelines while standing out from the typical direct mail pieces that our customers receive to capture interest when landing on their door mats.

In addition to managing the printed magazine, I was also responsible for creating a digital version using the web application Foleon. A clear strategy and strong organisation were essential, as updates needed to be implemented across both print and digital versions simultaneously as we were working on both together in tandem throughout the project.

As Foleon was a relatively new tool within the business, I took the initiative to explore its capabilities, research best practices, and experiment with ways to bring our print magazine to life in the digital space; including video and interactive elements. Care was also taken to ensure the web page worked responsively across mobile, tablet and desktop.

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