Great editorial products create magic. They speak with authenticity. They don't lecture their readers, they get alongside and chat with their readers. Successful publications love their audience. They distil cultures and symbolise the lifestyles and energies around subcultures. In short, they are incredibly effective at communicating.

Editorial products, whether they are in print or online, are much more than mere words or images, they are the ultimate in visual and verbal connection, and they depend on passionate intelligent, multi-talented visual Editors and literate Art Directors.

A true ‘editorial’ product is defined not by its words, but by how well it touches the readers’ feelings. It is a unique and persuasive medium for sharing ideas. When we work with our clients, we're working to connect with their audience and to help them develop their brands. We tap into the magic that editorial design thinking can bring.

The techniques that make a newspaper or magazine successful can also work with corporate communications or other projects. We know that stories and ideas are a common thread that creates meaning for humanity. We've worked with numerous corporate clients using these editorial techniques to cut through the fog of typical corporate communications with genuine, intriguing messages.

When we worked with Caliburn Partnership, we designed an annual review to enhance their reputation by positioning them as thought leaders on the issues that surround thier business (mergers and acquisitions, large financial transactions and discreet, ethical advice). We anchored the report with an authoritative, commissioned article to give flesh to their ideas and show that their business was at the top of their specialty.

People come to us to make a difference. They come to us because thay are ready for change. So when we are engaged, we employ our smarts and experience to intensively align ourselves with their interests. Simple, but surprisingly rare. We're not designing to make ourselves look fashionable, we're designing to create a meaningful result for an audience that usually isn't us. It's in our interest to make you look good. Working with Westpac Private bank we worked with the Bank to completely remake the publication. We needed to convey an honest message to help rebuild value for the product.

The magazine had genuine editorial features that were written by and about the most prominent and interesting people for the readership. The bank’s product messages were separated and given their own section. The visual style of the magazine started to reflect the sophistication of the audience. The net result was a huge boom in reader interest, and product credibility. The result was effective communication.