One message, two perspectives

A customer magazine strengthens customer relationships and profiles the company in the markets; a magazine keeps the company’s brand in the hands of the customer longer than any other marketing tool. A personnel magazine provides background information on the company’s goals and operations, creates team spirit within the company, is motivating, and, above all, keeps people up to date with the latest happenings.

Why should such different publications ally together? After all, the readers have such different perspectives and interests in the company.

Fundamentally, the task of the both magazines is to communicate messages that are consistent with the company’s vision and strategy.

With the personnel and customer magazine working together toward the same goal, it is ultimately a question of how to smoothly adapt the same basic messages so that they are of interest to both target groups. Designing the magazines side-by-side ensures that their content genuinely supports the company’s goals and is in harmony with the company’s other communications. At the same time, the design phase ensures that the perspective of each magazine is appropriate for the target group.

It all starts with a thorough initial design process; through a process that partially utilizes the same background work, two magazines with two very different looks emerge. Both, however, convey the same message – and, at the same time, take the company closer to its goals.