British Dressage Magazine

The Challenge

British Dressage’s British Dressage Magazine was well-respected by the organisation’s loyal membership, but the design was dated and lacklustre. Similarly, advertising sales were stagnating.

Our Solution

This was a classic case of investing more time, resource and effort into the magazine. Under the previous publisher the magazine was suffering in a rut. A change of publisher, a new editor and a new sales team re-injected much-needed passion into the magazine.

A complete redesign, under Creative Manager Janna Liddington-Smith and Design Director Jo Fellows, introduced a new colour palette, new fonts and a more reader-friendly image-led direction for the magazine. Janna and her team, working closely with new editor Winnie Murphy, have worked hard to ensure that every word and every image deserves a place in the magazine. Goodbye lazy journalism, heavy text and blurry images.

Senior Account Manager James Hanson spearheaded the sales initiative and immediately surpassed targets on the first two issues of the magazine, together with the annual quota for digital advertising.

So far, a couple of months into year, reaction to the magazine has been very good with reader comments on the British Dressage forum such as “Wow, what an upgrade”.

The Client

British Dressage is the organisation which oversees all affiliated dressage competitions and training in the United Kingdom. As such it is the governing body for dressage and currently has more than 16,000 members. It is committed to making sure dressage is the very best it can be, from grassroots riders to Olympians alike.