CEOs + senior management
Enterprise is a Canadian financial publication, and the official trade magazine for BC’s credit unions. After years of stagnant growth, a major redesign was undertaken to renew the magazine’s presence in the marketplace.
A key starting point was the cover and nameplate. The typographic treatment embodied the magazine’s focus on relevant news and thoughtful stories. Its positioning was captured with the tagline, “The Voice of Canadian Credit Unions”.
Turning to the inside, the focus was on engaging readers with dynamic content. The visual language of consumer magazines – photographic spreads and over-sized type – was introduced to capture the reader’s imagination. For example, a 9-11 feature included two double-page photo spreads reproduced as a metallic duotones; the imagery was carefully selected to provide an alternate take on 9-11. To broaden the magazine’s appeal, a new section titled ‘Coffee Break’ was introduced to target front-line staff.
The design has renewed Enterprise’s direction and generated results. The magazine now boasts a strong circulation base and profitable ad revenues.
John transformed Enterprise from a nondescript magazine to a national publication serving the information needs of Canada’s multi-billion dollar credit union system. The publication won Best Trade Magazine in Western Canada for an unprecedented six years in a row, in addition to winning numerous design awards. Every page was finessed to bolster several key objectives: support the national expansion plans of the publisher, Central 1 Credit Union, while communicating breakthroughs in IT innovation and banking policy, as well as addressing best practices in management, human resources and board governance. John’s artful design and branding acumen created a magazine that engaged staff at all levels of the credit union system, from executives and managers to front-line staff. – Roberta Staley, Editor (former), Enterprise