A dramatic new design increases newsstand sales by 10%

Client

Centaur Publishing

Brief

Increase newsstand sales and subscriptions of Real Homes.

Approach

The homes market is tough, no more so than in the middle. Here, Ideal Home is the leader, followed by House Beautiful and Good Homes, with Real Homes bringing up the rear.

The approach centred on a dramatic new logo and a powerful new strapline that focussed on brand benefits as opposed to just the content. Real Homes’ USP is all about large scale renovations, the new design and presentation uses floor plans and detailed case studies to make that benefit crystal clear. Inside/outside imagery is key to this benefit, well directed here by senior art editor Emily Smith.

Outcomes

The relaunch issue sold 10% more YOY, with the longer-term result of totally reinvigorating the brand. As of May 2017, sales remained 3.5% above budget. The team gained confidence and power, with senior art editor Emily Smith nominated for Art Director of the year at the 2017 PPA new talent awards.

The news positioning statement clearly unpacked the brand benefits
The new identity was designed to work across all platforms.
The Luxury Issue, designed by Senior Art Editor Emily Smith.
Contents were designed to highlight the back end service.
Case study headlines highlighted change.
Before and Afters and floor plans are key to showing the scope of the projects.