The West Australian had steadily been losing its appeal to higher-end and female readers. Our challenge was to create a new weekend magazine insert for the Saturday edition of the West Australian, that would showcase cutting-edge editorial, world-class photography and would attract prestige advertisers. All, of course, with a skeletal staff and tiny budget.
Working closely with the small editorial team, we developed a model for the magazine that would fulfil the editorial and design requirements, but be robust enough to allow easy construction week to week. The design depended on some strict style guidelines and the inventiveness of the editorial team to tell stories in a creative way with few resources. We provided ongoing coaching for art and design staff, photographers and illustrators, and Art Direction for multiple issues, working seamlessly with a team on the other side of the continent.