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Case study: Barclaycard

A publication that fits our culture

  • Objective: to be a visual statement of Barclaycard’s culture
  • 92% of readers surveyed would recommend the publication to a colleague
  • Award Winner: Best Print Design at the IoIC Central and North Regional Awards 2014
THE CHALLENGE

Who said print is dead? In 2014, Barclaycard set about reinventing its employee magazine, The Globe, with a hugely ambitious redesign project. The aim was to deliver something that would reflect the brand’s spirit and values, capture the wit and energy of its external communication, and give an 11,000-strong global workforce a news-stand quality publication they could be proud of.

THE SOLUTION

Gone was the conventional 32-page news magazine. In came a coffee-table compact invigorated by a refreshingly diverse visual palette, new photographic style, mix of paper stocks and a new set of magazine-specific brand guidelines. Combined with snappy, business-focused stories told through the eyes of employees, the new-look The Globe has raised the bar for what employee publications can be.

THE RESULTS

A reader survey revealed that 98% reacted positively to the redesign, 92% would recommend the magazine to a colleague and 96% thought the stories were better following the redesign. A selection of comments from the survey included: “I prefer this new, smaller version and the visual focus makes it feel much higher quality. A really good improvement.”

“I absolutely noticed the new design! It has a very professional look and feel, and the photography is high quality and very good. The magazine is slick, sharp and clear.”

Matt Browner, Barclaycard US.