A stock catalogue becomes an editorial content hub.
The Shopping Channel (TSC) is Canadas largest television shopping brand – selling products and goods aimed primarily towards a mature female audience. Established in 1987, the organizations dated, hard-sell approach was desperate for a brand refresh. We worked to help reposition the look and advertising methods of the organization through various applications, at the heart of which, a 200,000 print run best customers magazine (BCM).
The companies existing magazine had roots embed in the commercial catalogue industry – manufacture shot images floating on white backgrounds, personality-less copy, and little to no standardization of typography or graphic elements. We took the seed of the BCM and grew a garden of editorial content equal to news stands.
A coffee table magazine to share with friends now showcases product through a modern, stylistic approach. Conceptual and warm stylized imagery infuses personality to the publication while increasing re-read rates. Covers highlighted with a ‘hero’esk product shot; articles centralized around audience benefits, tips and recipes; features sections highlighted with celebrity and guest contributors. The BCM evolved into something beyond flyer and is now a two-way resource document – offering a place for campaigns and promotions to live and be pulled from.