CASE STUDY

NAFA Magazine | LAYOUT
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NAFA said...

“This bumper issue is an absolute ripper… our best yet. 256 big pages for just $19.95, and you don’t just get a blockbuster fishing magazine… flip it over and you have NAFA’s OUTDOORS 4×4 Travel & Hunting! With the best fishing and outdoors writers in the country, and the most spectacular images you’ll see in any fishing publication, this NAFA has something for everyone.”

 

NAFA Magazine

Project Description

NAFA stands for “National Australian Fishing Annual”, although originally, the ‘N’ stood for ‘Northern’! Ironically, just as the magazine has grown to require the change in reach, it’s also grown to become a bi-annual… perhaps the ‘A’ should now stand for ‘Almanac’, especially given the weight and scope of this tome!

I’ve been in control of the design, layout and print file preparation of NAFA since the 30th issue. It’s a massive project, pulled together by a dedicated by small team of professionals for a growing audience of avid recreational fishers. The magazine is also published digitally through Gordon & Gotch.

MY BRIEF:

Prior to my involvement, NAFA was always designed by in-house designers. After several years as a subcontractor, being called in as back-up whenever a team member left the publishing house or was absent, it was agreed to bite the proverbial bullet and move the creative side of the project out to contract, resulting in Jo Starling Creative taking over the reigns.

This shift allowed us (me and the NAFA team) to focus on refining the magazine and evolving it to become a leader in the contemporary fishing magazine space. This evolution is, of course, ongoing.

“In a world where print media titles are falling by the wayside, NAFA magazine continues to grow, every issue. When it comes to fishing, nothing beats a good, old-fashioned magazine to pour over.”

My brief is:

  1. create a magazine that compels the reader to keep turning pages; 
  2. make each and every article inviting to read;
  3. improve every image supplied;
  4. make recommendations for improvement where I can see them;
  5. provide advice;
  6. liaise with printers; and
  7. stay edgy. 

Project Details

Client Alex Julius Fishing Media
Date January 2018
Skills Graphic Design, Photoshop, Advertising, Copywriting, Project Management.

“In a world where print media titles are falling by the wayside, NAFA magazine continues to grow, every issue. When it comes to fishing, nothing beats a good, old-fashioned magazine to pour over.”

Alex Julius Fishing Media

“IT’S NOT ALWAYS EASY”

Issue 34 came with a mandate for a composite cover — a style that went out of vogue decades ago. Considerable time was spent developing a concept that would fit the bill, and still look ‘today’.

Project Extension

NAFA has excellent relationships with other fishing media outlets around Australia. These ads are examples designed for newspapers and other Australian fishing publications.

Project Extension

Modernising the media kit was an important part of the revitalisation, without compromising the brand integrity.

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