CREATIVE DIRECTION

Case study - RELAUNCH OF PRIVATE MOTOR CLUB MAGAZINE

Brief: Broaden audience and add edge while maintaining quality

With a focus on expanding their audience and adding a distinct voice in the increasingly crowded world of high-end automotive print, Private Motor Club commissioned me in to consult on the reformatting and relaunch of the publication in its fifth year.

Despite having garnered a global die-hard following due to its carefully curated content and luxurious coffee table book style, founder Tim Hutton wanted to make PMC more approachable, punchier and more enticing.

Taking inspiration from publications outside the automotive industry, as well as honing in on the demographics of both existing readers and desired readers, the physical size and page count was reduced to make the magazine easier to travel with, easier to share and easier to digest. This also helped the magazine stand out on shelves, as well as encouraged buyers to dive in and read every page rather than just display it on their coffee tables.

Fresh content was added, focussing on injecting opinion and honest discussion — something generally lacking in automotive media. From recreating shots from cult film Layer Cake to accompany an interview with Merlin McCormack, which differed from the traditional interview and shoot on his premises, to an amusing piece of satire and a gritty photo set with a renowned tailor to car reviews, road trips and more, the content in the new issue covers all the topics readers want in a genuinely different manner.

From a design standpoint, PMC founder Tim Hutton paired these vibrant words with equally engaging typography and layouts. As always, top photographers from around the world were commissioned for imagery.

In order to shift the perception of the magazine into something that was more accessible and approachable, pricing was reduced and print numbers were increased.

To firmly state its new position, a topical title full of attitude was chosen alongside a classic image, playing on the British theme of the issue and sparking conversation.