Gardena Magazin

Storytelling, Magazine Design, Photography, Social Media

To stay within the gardener’s jargon: is it always reasonable to choose between a hedge trimmer OR a leaf broom?

Exactly. Sometimes both are equally important. The same is true for Gardena, the manufacturer of high-quality garden tools and their magazine: Print AND online presentation should have equal status for the ‘Passion for Life’ magazine. And just as a good garden architect would not immediately start mowing the lawn, our first step creating the magazine was: Developing good storytelling.

Which stories convey the brand’s essence?

Where can we find them and how can we tell them to help blossom the brand? And our main highlight with regards to content strategy was to showcase how well print and online are able to mesh: The hashtag – cult symbol of online communications – serves as a guidance system in the magazine and organizes the magazine’s expansion through online content. Here, we also use the power of bloggers and influencers. For the magazine we had to further develop the corporate design and create an editorial design from existing brand codes in order for ‘Passion for Life’ to achieve its own strong personality. Finally, we were also involved in the implementation and didn’t shy away from getting dirty hands or grass stains on our knees: brand unit was also responsible for all photography, illustration and text. Ok, maybe we didn’t really get grass stains on our knees.

CREDITS

Creative Direction/Design & Content: Ulrike Tschabitzer-Handler
Art Direction: Ula Krzyżak

CREDITS

Creative Direction/Design & Content: Ulrike Tschabitzer-Handler
Art Direction: Ula Krzyżak