The challenge

In 1998 The AFR Weekend Edition was a newcomer to the competitive weekend newspaper market. We were asked to devise a style which would have instant impact on the news-stand and would help the newspaper sell for at least two days.

The solution

Consistent design elements, bold typography and a strong conceptual approach that works for weekends and special editions. Resulting in commercially successful covers and strong brand recognition for the AFR Weekend Edition. The success of The Weekend Edition can be measured by a circulation increase of more than 20% over its first two years in a market which is generally declining.

De Luxe is happy because our client has increased profits in an already strong market niche. Newspapers are a mature business, but with appropriate design and business sense, the Australian Financial Review has shown just what can be done.