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.