Gather Magazine is a luxe, bi-monthly, premium lifestyle publication championing Silverdale to Whangarei. A publication about gathering together and curating the very best of our region, in one place, as a personal recommendation to readers. Gather aims to bring readers the special places they wish they knew about, the people and businesses to inspire them and the very best spots to eat, shop and do. Centrally focused around Mangawhai, Waipu, Matakana and Warkworth areas, and cover the upper North Island: all the way from Silverdale on the edge of Auckland, to Kerikeri in the North.
A concept of my own, Gather Magazine is a subsidiary of and published by Oh Gosh Limited. I have created the concept, design, branding, magazine layout, website, social media strategy, all the way to a majority of the photography content and advertising and ad design within the magazine.
The logo is crisp and clean with an emphasis on a rounding. The word ‘Gather’ is about bringing together, an open hug, pulling those ones close in to you. The logo needed to reflect that softness while including an element of sophistication. Keeping the name fully lower case allows for the word to have a rounded G, which is accented by the round, dot like terminals (the ball shapes on the g, a and r) which mimic punctuation. The word ‘Magazine’ is kept clean and crisp, in a sans serif typeface, it’s modern and contemporary, much like the magazine itself. Business cards and associated marketing materials have been kept monochrome, this allows us to have our branding alongside any image and still look fresh and crisp. Branding flows through to photography as well with guidelines in place for imagery that is shared/used via social media, the website and of course the printed edition.
Layout of such a large publication can be a challenge at times, a flow is required to be created; heading, images and pull quotes all need to fit seamlessly and visually tell the story – as much as the text itself. The format of Gather is slightly smaller than A4, designed so you can fit it inside a bag with ease, or an envelope. Clearly defined sections and consistencies with the layout allow for advertising to fit within the editorial content and don’t allow the pages to feel ‘cluttered’ or busy. The layout of Gather Magazine has been designed from scratch with extensive guides, master pages and paragraph styles to reflect industry standards as the magazine grows.
The website for the magazine has been created in a fixed width format, this has been to allow for a range of devices, but mainly to have more control over image quality with the responsiveness of the site, this ensures the website looks it’s best on any device. Gather is image rich with a focus on beautiful photography so it was important for that to shine. A simple layout to house a complex site dealing with two different customer types; readers and advertisers. The site also contains a shopping cart feature for individual magazine sales and subscriptions, information on advertising, finding Gather Magazine, along with a selection of website content. Content and articles are made up of published articles (in the print edition) and online exclusive.
Marketing for Gather Magazine was implemented in two main ways; the first was to readers, showing content style, gaining awareness and general branding. This was the focus for the first 3 months from launching the concept. In the last month before print, this was then shifted to marketing to advertisers. Now the launch issue has been released, there is a comprehensive marketing plan in place that is constantly being adjusted and refined to ensure authenticity and consistency – two key factors in any marketing campaign. Following that through to social, brand presence on social channels is as important as the printed magazine. We established a voice for the magazine in tone, as well as visually, all imagery posted to our feeds is original content which was an important standard to establish to differentiate from existing streams.
Concept & Strategy, Design, Photography, Website