Overhauling Callaway magazine...
2009 – MacDUFF Group
Client: Callaway Golf
Roles: Art direction, design, production
Callaway Golf is the premier manufacturer of golf clubs and equipment in the USA. They have 40 tour pros, including Phil Mickelson and Ernie Els, on their staff roster.
The purpose of the magazine was to bring customers closer to the Callaway brand through exclusive 'behind the scenes' tech features, interviews with tour pros, tips and technique tutorials. The title also helped increase loyalty and sales... just after each issue hit homes there was a distinctive rise in sales from their online store.
Late in 2008, my Editor and I decided that the magazine needed a complete refresh. Together we concepted ideas for new features and revamped the editorial flow. I worked on the redesign, deciding on a spunkier, modern feel with bold typography and dramatic imagery.
One of the sections we added was the news-driven 'Upfront'. Typically in consumer magazines these sections work as single pages and use facing full-page ads to achieve this. With minimal ads, we didn't have this luxury. My solution was to utilize full-page images with minimum copy. This had the same visual effect as an ad but with the added bonus of promoting Callaway's latest tour players, products and accessories.
In conjunction with the redesign we produced an online interactive version with bonus content and updates. Features with this bonus content were flagged up on the print magazine, creating a symbiotic link between the two products.
Credits:
Chris Stanford - Photography
Ryan Hayslip - Image retouching (features)
