Issue no. 02 02
Communications Design Consultants
News & Viewpoints

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01. case study
Mother Nature Gets a Makeover

Iridium Group Inc. recently had an opportunity to work with one of America’s most prominent environmental organizations, The Nature Conservancy. The Conservancy retained publishing consultants Netburn McGill LLC to advise them with editorial strategy for its flagship publication, Nature Conservancy, and its sister newsletter, Landmarks: A Quarterly Report. Iridium was selected to lead the redesign of both publications. The result, according to consultant Frank McGill, was a successful collaboration. “The Iridium team understands what the Conservancy is all about, and the resulting redesign is fresh and new but perfectly in tune with the organization's mission.”

 
02. newsworthy
Redesigned Weight Watchers Is a Hit on the Newsstand
Iridium’s design work often produces excellent results for its clients. But the recent redesign of Weight Watchers magazine far exceeded everyone’s expectations. The first issue debuted in early 2001 and throughout the Summer, Fall and Winter, the publication achieved 55-60% sell-through, outperforming by at least 20% a successful sell-through rate in today’s challenging marketplace. Iridium Creative Director Lori Ende led the redesign, focusing on bold, clean, simple images, bright colors and, above all, clarity. “We knew there was a great deal of brand equity in the Weight Watchers name. The key was to leverage that equity on the newsstand.” So far, so good.
 

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