Guerrero Howe identified an opportunity to launch a trade publication for and about in-house counsel. The publisher wanted to create a magazine that stood out from others, including law journals, in this market.
Initial research on brands in this niche revealed that a human-centric approach and bold visual design would differentiate us in the market. Developed the magazine brand around the core concepts of relationship and human connection to overcome the industry’s reputation for being dry, stodgy, and aloof. This played out across a quarterly print magazine, iPad app, digital marketing collateral, and a responsive website.