Copenhagen Business School (CBS) wanted to attract more applicants to their Master of Business Development programme. We thus helped position the programme by developing a high-quality magazine with content that addresses some of the major social and corporate agendas.
Insight
Free student magazines are often of poor quality and aimed at young people. So, when creating Re-ach, we needed to raise the bar to spike interest among the more mature, experienced and professional segment. The magazine both had to stand out and underpin the seriousness and quality of the education.
Solution
We developed a new brand asset and high-quality magazine called Re-ach to stimulate the target group with professional, relevant and entertaining content.
Content
The magazine’s articles had to be relevant in a business context and have a high professional substance but without being too academic. One of the agendas covered in the magazine was a global focus on health and sustainability.
For instance, a business-oriented article on the increased demand for nutrition products without chemical additives, which elaborates on the market trends but also showcases some of the solutions. Like how the global bioscience company Chr. Hansen have been particularly successful in developing natural bacteria for the food and dietary supplement industry that can help give foods such as cheese, yoghurt and pudding a long shelf life in a natural way.
Design
In terms of design, it was all about contrasts–pantone colours and analogue photo series on natural coloured paper. A strict design softened by image series, grid and typography. That’s how a free magazine stands out.
