Issue Films
I oversaw post-production and occasionally provided on-location creative direction. My role, along with the Videographer and Art Director, involved refining video flow, pacing, soundtracks and narrative storytelling.
Creative Direction
Concept Development
Content Strategy
Art Direction
Storytelling
In collaborating with Switzerland Tourism, our approach was distinctly pragmatic. We sought to forge a genuine connection between our adventure-seeking audience and My Switzerland's diverse offerings by employing a 360-degree multimedia campaign. Also, to change the mindsets of those who think Switzerland is only a winter destination, it is equally amazing to go there in the Summer.
This approach tactfully maximised brand visibility across SUITCASE's high-engagement print, social, and digital platforms. Our narrative aimed to recalibrate perceptions by spotlighting Switzerland's creative enclaves and culturally rich experiences, diverging from the conventional city-centric narrative.
Rather than leaning on exaggerated rhetoric, we substantiated our efforts with substantial outcomes. Our campaign generated over 20 million social media impressions, exceeding the initial projection of 5 million. Impressively, our reach on social media surpassed expectations by 400%. With a 49.6% open rate, our partnership effectively seized the attention of SUITCASE's discerning audience, fostering meaningful engagement. Vol. 37, a pinnacle of our collaboration, showcased a bespoke sleeve and a pioneering illustrated cover designed by SUITCASE. This achievement significantly contributed to our triumph as Consumer Publication of the Year at the Travel Media Awards 2022.
CREATIVE
Sebastian Bland Creative Director
Jacob Elwood Art Director
Bunterhund Illustration & Nina Schwarz Illustrators
I am incredibly fortunate to have joined the SUITCASE Magazine team shortly after the release of its first issue in 2012. My initial role was to lend a hand in crafting the design for Volume 02. Little did I know I'd still be part of this journey 11 years and 38 remarkable issues later. Over the years, SUITCASE has evolved significantly, and I'm proud to have played a central role in this transformation. Despite the magazine's cosy dimensions, beloved by our readers, crafting its editorial design posed several exciting challenges. Working closely with the Art Director, we would push the grid and analise each feature to make the most of our limited space, ensuring every article had the freedom to breathe while preserving its distinctive character.
Naturally, we aspired to include a dedicated section within the magazine for showcasing products. To fulfil this objective, we meticulously curated segments such as '100mm' and 'What to Pack,' seamlessly integrating product imagery into our editorial. Collaborating closely with the Photographer and Set Designer, I artfully orchestrated these segments to align with each issue's unique themes and content intricacies. This collaboration ensured that the featured products captivated the audience and harmoniously blended into visually compelling narratives.
At SUITCASE Magazine, my role in Marketing centred on elevating online engagement and generating magazine subscriptions. This encompassed crafting a comprehensive marketing calendar with multi-channel campaigns, from newsletters to social media and display banners. Working closely with the E-Commerce and Marketing Manager, I orchestrated the creation of assets, ensuring designs aligned with each campaign's objective. Our combined efforts yielded impressive results, with a surge in online visitors and a tangible uptick in magazine subscription sales. Collaborative campaigns systematically fostered engagement across digital platforms. Notably, our data-driven approach informed future campaigns by analysing performance trends, click-through rates and user interactions, enabling the delivery of resonant, targeted content. This iterative process solidified SUITCASE Magazine's online presence, underscored our dedication to tailored strategies and reinforced our commitment to impactful marketing efforts.
My involvement in the MySwitzerland project was comprehensive, with a particular focus on the print element. This encompassed everything from conceptualisation to the coordination of freelance illustrators and photographers, culminating in the final artwork for print. To optimise the print component, we structured it into three sections, designed to seamlessly merge into a single, cohesive product or function independently.
In the realm of the magazine, a pivotal facet of our 360-degree collaboration was MySwitzerland sponsoring SUITCASE's inaugural illustrated cover. The challenge lay in ensuring it stood out while maintaining the magazine's recognisable clean style. SUITCASE, renowned for its storytelling and captivating photography, themed this issue around 'Craft,' delving into the globe's art, culture, and heritage. Consequently, we sought to align the cover and article with elements of design, craftsmanship, travel, and Switzerland. The central focus was on Switzerland's iconic mountain refuge, The Monte Rosa, a modern angular reflective building contrasting beautifully against the epic backdrop of rough rocks and mountains, a weaving glacier, and the iconic Matterhorn. The article delved into the stories behind these mountain huts, whether traditionally crafted or contemporary, underscoring their significance in the Craft issue.
This creative journey led us to explore diverse illustration styles, ultimately selecting a hyperreal illustration style that seamlessly integrated with SUITCASE's signature cover style. Collaborating with Swiss illustrators Anita Dettwiler and Dani Pelagatti from Bunterhund Illustration and Nina Schwarz, we meticulously crafted our vision, encapsulated in a comprehensive brief and timeline. This close collaboration yielded the final front cover, two additional internal illustrations and all artwork also needed for the Supplement and Sleeve, further enriching the Craft issue's visual narrative. To gain more insights into the creative process, you can delve into SUITCASE's interview with Anita and Nina here.
Complementing the magazine was an 80-page print supplement titled "A Creative's Guide to Switzerland," housed within the sleeve alongside the magazine. This supplement included city guides, a Swiss wine guide, and travel information. While it was designed to stand alone, it also established a connection with the magazine and sleeve, maintaining visual consistency through the use of the same illustrators.
The outside sleeve design embodied the essence of Swiss alpine summer in a wallpaper like pattern, featuring artwork crafted by the same Swiss illustrators commissioned for the project. The inside of the sleeve embraced the 'Craft' theme, mimicking a designer's sketchbook adorned with architectural drawings of the featured hut from the magazine cover, artist notes, and wildflower sketches.
As a commitment to our partnership with Switzerland Tourism, we organised three newsstand takeovers across London. At Magculture, Shreej and Kuro, we saw Vol. 37: Craft take centre stage with prominent window placements, banners and social media amplification. The takeover was so successful that all three independent newsagents extended the campaigns.
SUITCASE Magazine Vol. 37 Craft won
Consumer Publication of the Year - Print
Travel Media Awards 2022
SUITCASE Magazine used an inventive approach to showcase Krug's brand and its 2020 campaign to our readers. The magazine's print platform merged the identities of the two brands seamlessly. To give the readers an immersive experience, a unique sleeve was designed for the magazine and Krug's book titled "I got a peeling". The sleeve was crafted with layered aesthetics that mirrored onion folds. It had embossed, die-cut, foil-pressed details and was finished with a soft-touch laminate and spot-UV. This elevated Krug's presentation and provided a tactile experience to the readers. Additionally, the sleeve had a placeholder for event invitations or limited-edition prints, which enhanced reader engagement.
Chef and Krug ambassador Theo Clench's gastronomic journey from producer to plate found expression through an enlightening advertorial. Online, Theo imparted his culinary insights, enriching the Krug narrative. You can read the article here.
A distinctive podcast episode, "The Upgrade x Krug", united SUITCASE Magazine and Krug Champagne. Co-hosts India Dowley and Fleur Rollet-Manus handed their mics to culinary luminary Michael O'Hare and Mark Sansom, discussing the future of fine dining and luxury. The episode's visual identity, creatively captured by Joe McKendry, encapsulated the essence of the conversation and the Krug brand.
Ed Scholfield served as the official photographer for this project. During our time on location, my responsibilities extended beyond management and direction; I also assumed the role of the official team driver and captured my own behind-the-scenes images.
