62a

Awards

Best of Content Marketing 2016 (Cover of the Year and Silver), iF Design Award 2016, ADC Deutschland 2016 (Honourable Mention), Essence (Bronze)

The case

The plan was to print a second volume of “Design by Process” in honour of our twentieth anniversary, a 400-page review of the last ten years. But, like many good plans, this one also changed. Instead of looking back on the past, we wanted to look forward to the future and immerse ourselves in what we are passionate about: people, brands and design. This quickly sparked the idea of a branding- and design magazine that, in the format we envisioned, would be the first of its kind in the German-speaking world.

The challenge

The biggest challenge was fitting in an internal project around daily business and ongoing client projects. We were bursting with content ideas and were planning a 100-page publication full of original editorial content. Our aim was to offer a fresh take and to bring the fields of branding and design closer to the general public. Further, it was also important to us to openly and constructively critique the prevailing perspective as well as our own point of view. Finally, we hoped the project would provide food for thought in our work as branding and design experts. An ambitious plan.

 

The solution

The branding- and design magazine “62a” premiered at our anniversary party at Schiffbau in Zurich and was an instant hit. The first volume shone a spotlight on a topic that fascinates us in people, brands and design in equal measure – character. Published in German, English and Chinese, “62a” is a magazine for people interested in stories about everything connected with brands, including interviews, trends, best practices and featuring ten pages of original art, the result of carte blanche having been granted to a photographer. The magazine has since won numerous awards and been selected for Grafik16, the annual show for graphic design in Switzerland.

There is an extremely exciting idea behind the design of the ‘62a’ magazine cover. The neutral, impassive countenance of a display mannequin has been overlaid with a portrait photograph, creating a new character – perfectly matching the headline topic of the magazine. Four different versions of these newly created personalities are featured on the cover of ‘62a’ – a concept that convinced our jury it merited gold.

The Jury, Best of Content Marketing