Regular readers will recall that East Coast Living magazine won the competition to receive a free makeover from K9 Designs in Toronto. The results of that at least the cover makeover are in. Above is the cover before and after (its forthcoming winter issue).
ECL also won some strategic direction and redesign on interior layouts from K9 Design (to be unveiled in November), circulation consultation from Coverssell.com, digital publishing from Dawson Communications NXT Book Media, printing services from Ironstone Media, core promotional printed product from Annex Printing, and stock photography from iStockphoto.
“The old cover had become dated,” said Norm Lourenco, Creative Director at K9 Design. “The new cover is a complete metamorphosis and put the “living” back into East Coast Living.”
The magazine got a new logo, moved to the left to maximize newsstand visibility and a new photo treatment that incorporates "signs of life, the release said.
The new ECL cover lines were revamped from font to placement. Cover lines were reduced and the font size was bumped up and moved to a prime position to radically commit to the main selling feature. We added supporting bullet points to underscore reader benefits and value proposition. The copy is more direct and less cutesy while interesting interrupter devices (both starburst and ribbon) call out important buying messages to consumers. The result is a clean and easy-to-follow esthetic with a defined hierarchy of information.Shiela Blair-Reid, the publisher of East Coast Living, said:
“We have teamed up with some of Canada's best to create a wonderful new, slick urban cover. The redesign process has given us an opportunity to reorganize the entire magazine to better serve our readers. It has been an exciting experience and we are still feeling very proud to have been selected as the winner of the makeover. We can’t wait for the launch of the entire issue."