Distributed in print to over 30-million members monthly, Costco Connection has long been grounded in smart content, and beloved by an ever-growing, loyal following. But, with challenging competitors on the horizon, Connection needed to take its next leap forward. Redbird was invited to help Costco’s internal publishing team reimagine and update this important brand marketing publication.
Keeping Costco’s goals top of mind – to capture the Millennial market, maintain and grow current readership, and target new revenue opportunities – we rooted ourselves in the theme of Connection. We explored data, findings, and insights to help us carefully shape and inform our recommendations for editorial repositioning, clear and fresh design, and a new logo and cover approach. We developed a prototype, story lineup, and series of templates for Costco’s internal team, and coached them on how to stay aligned with the new vision and message going forward.