HOW DO YOU MOVE FROM A CUT & PASTE HOUSE ORGAN TO A TARGETED, BRANDED, MARKETING COMMUNICATIONS TOOL? YOU ENGAGE KEY PEOPLE. YOU ASK THE RIGHT QUESTIONS. YOU ASSEMBLE STORIES AND INTERVIEWS THAT EXEMPLIFY THE SUPERB QUALITY OF YOUR PRODUCTS AND SERVICES.
Branding a magazine asks many of the same questions as branding a company. Who is your audience? What value do you have to offer them? Does the outward expression of your brand really align with who you are? These answers influence the writing, graphics, and layout. With magnificent cover photography by Brian Sprouse, we created Guidelines Magazine from Corning, a major player in the fiber optics market.
Corning Guidelines (GL) magazine and webzine | Industry resource to the fiber optic community softly promoting Corning products and services
Summer edition cover | Welcome the Light | Custom photography by Brian Sprouse | Art direction, design, and copy by Kurt Pakan
Summer edition intro spread | Editor’s column opposite contents grid | Metallic green and dull varnish
Product spread | Featuring Corning’s SMF-28 | Single mode optical fiber introduced 30 years ago | Industry’s most popular today, worldwide
Lifestyle spread | Fiber to the Home article | Headline copy, illustration, photography, spread design and type treatment by Kurt Pakan
Closing spread | Individual feature columns repeated with each issue | Question and answer section
Summer edition insert card | Used to solicit new subscribers and gain critical market information for future editions
Winter edition cover | Lighting the Way | Custom photography by Brian Sprouse | Art direction, design, and copy by Kurt Pakan