You Magazine

Standing majestically on the North Cornish coast, the 4 star Headland Hotel first opened it’s doors in 1900, built with the sole purpose of becoming the finest hotel in South West England. In 2014 the hotel completed an impressive refurbishment, offering guests another level of luxury with Cornwall’s only ‘Five Bubble’ rated spa.

Friends were commissioned to re-think the traditional spa brochure and deliver something much more unique to the Headland. The brief outlined the importance of creating an engaging item of collateral that would work as a spa brochure and also include regular up dated information about the hotel—all with the focus being on relaxation and delivered with a luxury lifestyle feel.

Friends implemented a collaborative concept and planning workshop with our clients, allowing us to analyse the research we had collated and make considered decisions on size/format, paper stocks, the use of seasonal colours taken from our clients brand palette and to make a final call on the name for this new item. The outcome was to design a quarterly lifestyle-esq magazine titled ‘It’s All About You’, a magazine with pace and Headland personality.

It was hugely important to us that ‘You’ had a consistent and interesting pace, a pace that would make readers want to keeping turning each page. We designed each article with it’s own feel, knowing that each story should have it’s own personality, something we could build on and take forward for future issues.

photography by Pip Hayler & Simon Burt

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I have very much enjoyed working with Friends over the past few years with the biggest project to date being our ‘You Magazines.’ The level of creativity from Friends was excellent, they really did pioneer something quite new and different for us. The process to create the magazines was as straight-forward as these projects can ever be with Friends regularly working round the clock to hit deadlines (not that they ever left things to the last minute – we are just fussy customers!). During the early stages of the project it was Friends that came out with the catch phrase ‘It’s All About You,’ this has stuck and embedded itself not only as a marketing strapline, but a philosophy to which the spa actively work towards to enhance guest experience.

The spa has done phenomenally well over the past 18 months and we must attribute some of this success to how the new idea and concept was introduced to our existing guests; through the ‘You Magazines.’ We will certainly be working with Friends in the future and would have no hesitation in recommending them to work with, due to their incredibly professional yet personable approach.

LAURA STANWORTH, MARKETING MANAGER