All out of love
When Fluid met ASB founder and editor-in-chief Keith Curtain in 2014, he’d been working with a creative partner in Melbourne for 10 years. Keith shared that he wasn’t getting the attention to detail he once enjoyed, and as a result felt that the standard for the publication had dropped. In particular he was receiving comments from his readership that the size of the typeface was too small, making the magazine hard to read. Keith was a loyal client, having worked alongside his previous agency for 10 years, so he simply wasn’t going to change creative partners on a whim. We pitched our offer and he could see that we were passionate and enthusiastic about the magazine, and wanted to address the editorial issues identified.
Legibility. Layout. Impact.
Our creative solution for ASB focused on three core aspects: legibility, layout and impact. Existing page layout was too congested and typefaces too small, so we created a new page grid enabling a mix of 2, 3 and 4 column text layout. We also introduced a serif typeface that is easier to read at small sizes. We incorporated more breakout text to help readers skim before delving deeper into stories of interest. We increased white space to boost impact, reduce reader fatigue and allow for a more dynamic page layout. ASB continues to be the leading surf industry centric magazine, attracting new readers and advertisers month-to-month, and this is the key to increased revenue and a dollar return on investment. As they say, it was a win-win.