We started working with Friends of Westonbirt Arboretum (The National Arboretum) in 2017 to help them write, design and shape their magazine to enhance their engagement with supporters. We continue to work with FoWA and have loved being part of their team to edit, design and advice on the magazine.
The existing magazine required modernising and strategically rethinking in order to improve the return on investment. Articles were contributed by supporters, staff and arborists and as a result the tone of voice changed from page to page. Although the magazine was popular, it needed a more strategic focus with consideration given to engagement, fundraising, calls to action and content to balanced the interests of passionate arborists with family visitors and recreational users.
Working with the Friends of Westonbirt team we helped to shape a new approach to the magazine with a fresh design style that allowed images to breath and gave the publication a more modern and less cluttered feel. We shaped content and copy styles and structured layouts to improve impact and clarity, demonstrate the importance of ongoing support, showcase the beauty and work of the arboretum and shape propositions and copy style. We design and edit the magazine, often contributing articles, and we love it!
One of the joys of the magazine has been the increase in supporter engagement and the way in which the magazine delivers balance between powerful imagery, articles of interest, the work and objectives of the arboretum, fundraising, events and social interest. Every magazine is preceded by an editorial meeting with Oyster. During the meeting we run through the last edition and plan the coming content around a tried and tested formula that helps to ensure we find the right balance. Oyster manages the process from editorial to print artwork.
