Habitat 

Resene Paints had been advertising in several home and architectural magazines, but was often frustrated at the poor quality of the editorial content and the lack of opportunity for involvement. With a database of 100,000 people holding Resene Colour Cards, Resene had the perfect audience of individuals who had been pre-qualified as committed home builders/renovators and were therefore an ideal target for a magazine focused in this area. However, they had no strategy in place for regular communication with the database. Resene was looking for a partner to be responsible for the total production of the magazine. To that end, we proposed a twice-yearly magazine which provides good quality information to the consumer, informs them about new seasonal product ranges, reinforces Resene as a key driver of architectural fashion, helps to grow Resene's market share, particularly at the premium end and is seen as an advocate for good design, therefore reinforcing Resene's status with the design/architectural sector. This is achieved within an environment of independent editorial, paid advertising from key partners and paid brand advertising sold to a published rate card. In partnership with Maxim Group, we developed the design template and name. Given the large audience, the magazine was created with a down-to-earth and accessible editorial style, supported by a stylish design.

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