Activation

As managing editor, I worked with Jeff Ng to establish a strategic editorial direction to broaden content and move Staple Design beyond a streetwear brand. Staple Design’s customer demographic for it’s fashion brand was 16-34 and the magazine would appeal to a post-streetwear/ creative class. In broadening the target demographic to the 27-45 cohort, Staple Design could further position itself as an established thought leader within the creative industry.

As a magazine, we decided to go against the trend of moving publishing online and rather make Reed Pages a premium large format magazine with top photography. Each issue would be a collector’s issue, featuring exclusive interviews with the creative and intellectual forces such as the street artist JR, historian Howard Zinn, Futura, Mister Cartoon, etc. Reed Pages was distributed across 5 continents, and quickly established unique and one- off marketing opportunities with Nike (NRF) and Starter Black Label, formed exclusive partnerships with the ACE Hotel, and opened doors to new client relationships.