JOH & COMPANY Design & Branding, Case study BRAND DOCUMENTARY MAGAZINE B by JOH & COMPANY Seoul

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BRAND DOCUMENTARY MAGAZINE B

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Industry Business equipment & services, Advertising & Communication, Corporate Image
Media Design & Branding, Case study
Market South Korea
Agency JOH & COMPANY Seoul
Art Director Chiho Ghim
Photographer Juyeon Lee, Junghoon Woo
Editor Heather Yoo
Released April 2013

Awards

Cannes Lions 2013
Design Lions Books Silver

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Books
Advertiser: JOH & COMPANY
Product/Service: MAGAZINE B
Agency: JOH & COMPANY Seoul, SOUTH KOREA

Art Director: Chiho Ghim (Joh/Company)
Editor: Heather Yoo (Joh/Company)
Deputy Editorial Director: Eunsung Park (Joh/Company)
Editor In Chief: Taehyuk Choi (Joh/Company)
Publisher/Founder: Suyong Joh (Joh/Company)
Illustration: Hyekyung Shin ()
Editorial Design: Yongseok Jang ()
Website Design: Sooyeon Song (Joh/Company)
Advertising Design: Jinkyoung Yoon (Joh/Company)
Customer Relations: Jina Lee (Joh/Company)
Styling Editor: Insung Yoo (Joh/Company)
Distribution: Hyungjin Choi (Joh/Company)
Marketing Strategy: Taewook You (Joh/Company)
Photographer: Junghoon Woo (Chimera Studio)
Photographer: Juyeon Lee ()
Film: Onedoe Jung (Joh/Company)
Editorial Design: Yongchan Kim (Mykc)
Editorial Design: Kimoon Kim (Mykc)
Brand Design: Myungsoo Kim (Joh/Company)
Branding Strategy: Hyoungwoo Kim (Joh/Company)

Brief Explanation
First, because each issue is filled with a story of one single brand, from cover to cover, B faced a need for elements that keep its audience fascinated throughout the reading experience. Second, because B is ad-free, the publication became more of a book form and thus felt necessity of a set of visual elements to indicate beginning, end and changes of sections. Lastly, because B pursued to provided easy-to-read contents for public audience, as well as brand managers and marketers, it faced challenges in finding a balance between technical contents and contents with focus on arousing interest.

Describe the brief from the client
A company with focus on creative business, JOH & Company is currently running its own branding business in numerous fields and in parallel, materialized its idea of introducing an entirely new format of monthly publication - an ad-free magazine that profile one single brand in each issue, from cover to cover. This whole new idea demanded a set of entirely new contents planning and art directing.


Design Process
B shares stories in a format of "documentary" - a narrative to share stories of how a consumer first learns, experiences and establishes relationship with a brand. Throughout each issue, storytelling is done by images, rather than texts, and these images maintain objective tone. "Intro" and "Outro" section encourage audience immerse in storytelling, by matching images with short yet striking copies. Furthermore, B printed photographed images on glossy paper for "B's Cut" and presents the section in the later half of its issue to ensure richness of content and title pages of each section is filled with eye-catching elements of typography.


Results
B's approach in contents and design created stir among both audience and managers of the featured brands. It is published in Korean and English and is expanding global sales. The publication is growing rapidly with sales of individual issues making up 47% of entire sales and subscription base is increasing. As it is not tied to trend shifts, some issues even went into third printing. Sales of back-numbered issues make up 40% of entire sales. Furthermore, B has won KDA 2012 hosted by Design, an authorized Korean design magazine, for publication planning.