The redesigning of the company magazine dedicated to dialogue with customers
During 2019 Kuhn Italia decided to profoundly redesign its magazine with the aim of offering, through a communication tool renewed in graphics and with expanded content, an opportunity for progressively more intense dialogue with its target, composed of farmers and contractors.
The redesign project first addressed the magazine’s masthead, graphically modifying the proportions between the Kuhn brand and the concept of “family” and introducing the claim: “A story. A promise. A choice”.
The Agency intervened to make the layout of both the cover and the inside pages more austere and at the same time legible, by removing the redundant and stylistically outdated aspects and elements. In terms of content, we chose to go beyond the previous vision, focused on presenting products and their advantages, to instead deal with themes and topics with which the target could identify because they were related to their daily activity. In other words, the protagonists became the farmers and contractors to whom the magazine speaks.
It went from a self-referential vision to one more focused on the demands and needs of users of Kuhn machinery, thereby raising the positioning of the tool, and with it, the company brand itself.