Blickpunkt LKW & BUS
Rebranding, web design, print design, app magazine and infographics for Austria's No. 1 transport magazine
Client:
Blickpunkt LKW & BUS
Industry:
Publishing & logistics
Services:
Print, Webdesign, App, Infographic, Branding, Strategy
Challenge:
Print magazine with conservative design, dusty image, long production times, lack of digital offering, readers were only reached by post. The publisher was not fit for the future.
What we did:
Long-term collaboration since 2010: Strategy and consulting regarding internal organization and digitalization of the publishing house, rebranding, new magazine design, professional website design, development of an interactive and multimedia app as well as numerous infographics.
Result:
A modern and cross-media magazine that informs readers on 4 channels. Production time reduced by 9 days per issue and correction rate in the production process reduced by 90% while costs remained the same. Expansion of the offering for advertising customers. Rise of 21% in terms of advertising revenue since launching the app.
Blickpunkt LKW & BUS (Kufstein, Austria) is Austria's No. 1 transport magazine with the highest circulation by far. At the end of 2010, we took over the ongoing media design from an advertising agency, which resulted in a nine-day reduction in production time for the publisher and a 90% reduction in the correction rate during the production process for each individual issue – a significant time saving while maintaining the same costs.
In the following years, we supported the publisher by establishing additional information channels such as the website, YouTube, and app. We modernized the look of all communication channels, designed a new logo, and created a completely new and forward-looking layout for the magazine.
One of the most important requirements for the new print layout was to display as much content (especially text) in as little space as possible. At the same time, we wanted to use generous white space to make reading more enjoyable. After thorough research, including font comparisons, Marbach emerged as the perfect body copy font for this relaunch, as it requires very little space while still offering optimal legibility – both in analog and digital formats. For headlines, we chose the striking Akko Pro.
Numerous details and improved navigation within the magazine optimize the flow of reading and create an overall modern look. The new layout is more understated in terms of color, allowing photos to stand out even more. Longer articles feature a large lead photo and a centrally positioned text box for the headline, which extends into the lead photo. This effect was inspired by the movement of engine pistons. This adds even more dynamism to the layout while still maintaining a harmonious and objective appearance.
"As the market leader, we are committed to the highest standards in terms of perception among our target groups. HCG corporate designs has perfectly met this demand in terms of consulting, conception, and creativity. The cross-media approach strengthens the brand presence and has resulted in a 21% increase in advertising revenue since the app's launch."
Blickpunkt LKW & BUS
Back in 2011, we ushered in a new era for the publisher by offering the magazine as an app for the first time – 100% interactive and multimedia, with numerous innovative features, for smartphones and tablets, on Apple (iOS) and Android. This created an additional source of income for the publisher. The flexible and modular app interface enables flexible and modular placement of paid advertising space, which leads to the advertiser's website with a single tap.
The app now boasts nearly 13,000 unique downloads and top ratings in the app stores. Advertising revenue has increased by 21% since the app 's launch – bucking the generally negative trend in the publishing industry.
"1 Medium – 4 Channels" is the motto of Blickpunkt LKW & BUS. The printed magazine, the app magazine, the YouTube channel with millions of organic clicks, and the website are actively used and continuously used as information channels. This makes the publisher cross-media and the clear market leader in Austria.
"The app is very clearly designed and easy to use. I also really like the fact that you can browse through older issues. The divisions into new releases, vehicle reviews, etc. are also interesting, as it allows you to click on individual articles more quickly. Personally, I think it's a well-designed app!"
Carmen Haderer (Head of Marketing, Iveco Austria)
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