There’s science to support it: physical material has more meaning, is better connected to memory, and involves more emotional processing than digital content. Print materials cause brain responses that tap into internal feelings in a way pixels on screens cannot.
And for brands, there’s proven ROI, too. This deep emotional connection has proven results for both brand awareness and transactional conversion. That’s why so many of today’s most innovative marketers are investing in print: from AirBnB to Away, from John Deere to Net-a-Porter.
Brands have a powerful opportunity — like never before — to make an impact with print in their arsenal of marketing media.
Redbird’s origins, dating back to 1996, are rooted in custom publishing. Founders Susan and Amy were New York magazine executives; they launched Redbird by creating and repositioning print magazines for national brands.
When culture and technology demanded a shift to digital, Redbird followed suit, translating the same deep editorial and storytelling experience to websites, videos, social content, and beyond.
But our passion for print remains, and our team’s talent in this medium is unmatched. We develop award-winning print magazines using the best and brightest talent in publishing: the top editors, writers and designers from a wide swath of national magazines sit inside our Redbird family.
CMO, California Closets, on Ideas of Order
With a circulation of more than 12 million every month, Costco Connection was strongly grounded in smart content, and beloved by an ever-growing, loyal membership 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 that Costco’s internal team would use going forward. We proudly saw the first reimagined issue of Costco Connection hit mailboxes in June, 2018.
Strategic Partners, Inc., the largest manufacturer of medical scrubs and the owner of the Cherokee and Dickies brands, wanted to reach their core customer – nurses – more effectively. They had business goals of gathering data to improve product development, driving foot traffic to brick and mortar retailers, and bubbling up recognition for the client as sponsors of multiple philanthropic programs.
In order to establish authenticity and authority with the nurse audience, Redbird launched a lifestyle brand for nurses called Scrubs, with a quarterly print magazine at its very center. Scrubs was developed to celebrate the nurse’s life — on the clock and off — and was distributed through hospitals and at the retailers where Cherokee and Dickies scrubs were sold. At launch, we surveyed more than 10,000 nurses on what mattered to them, and from that, developed a print magazine accompanied by a popular website and a series of social platforms that together provided nurses a place to learn, laugh, connect, engage and share. The Scrubs brand reached more than 3 million nurses every month. The print magazine had a high pass-around rate, with 5.6 readers per issue, and 98% of surveyed readers saying they would read the magazine again.
California Closets is a renowned leader in premium and luxury space management that prides themselves in superior products, unparalleled service, and acute customization. Committed deeply to their craft and their customer, California Closets believes inherently that exceptional design changes people’s lives. Furthermore, they believe the combination of superlative quality, elegant form, and innovative function provides the space to think creatively, live freely, and focus on what matters more.
Ideas of Order — an editorially-driven, 92-page print magazine with a corresponding website — is the brand’s vehicle for this belief; one that deeply understands what their customers desire, outside of a closet installation. The name itself, Ideas of Order, is inspired by a Wallace Stevens book of poetry and positions the brand in its purest and most courageous form: a smart, celebratory embodiment of designing a better life—one rooted in calm, confidence, and joy that vibrantly showcases how personal surroundings become a place from which good emanates into the world.
Redbird is proud to have been awarded two Pearl Awards for Ideas of Order by The Content Council: Best Magazine – Design, and Best Magazine – Overall. The magazine and its accompanying cross-platform content also won 2018 Project of the Year by the Content Marketing Institute. The awards are not only in recognition of the creative, but also of the 42x ROI the initiative brought to California Closets within three months of sending the issue to customers.
When Redbird worked to reposition this well-loved publication, the cultural context was very different from today: yoga, as a practice, was at a tipping point. Suddenly, yoga studios that were once filled only with avid, lifelong devotees were increasingly attracting a bigger crowd. Yoga was losing its reputation as exclusive and earthy, and firmly taking hold in a more affluent, mainstream culture where fitness and life balance were valued.
Yoga Journal was primed to ride the wave of renewed interest and, itself, build a new reputation, but it needed a few creative practitioners in its mix. Redbird was retained to lead a full-steam-ahead business modeling, sales development and marketing effort – effectively relaunching the Yoga Journal brand and mission — with the bottom-line objective of driving Yoga Journal’s business into the future. Yoga Journal went on to enjoy vastly increased distribution and sales, and was eventually sold to Active Interest Media.