Victory Lap: Playboy’s Look at Deportation, and Paulig Barista’s Trendy Redesign
A closer look at two of this year's Folio: Eddie & Ozzie Award winners.
Consumer – Single Article – Men’s Lifestyle
When Playboy launched its first non-nude issue in March 2016, the lead feature told the story of deportation in the U.S., from the perspective of Texas artist and magazine founder Javier Valadez.
The piece, ghostwritten by Playboy senior editor Shane Singh, is visceral and descriptive. Compiled from two phone calls and 20-30,000 words in email exchanges with Valadez, it took Singh three months to complete the story.
In “My Deportation,” Singh describes the process of deportation though moments in Valadez’s life, from being held in a deportation center, to being left at the U.S./Mexico border. It is a sympathetic but informative glimpse into the practical events, as well as the psyche, of an American-raised immigrant whose life was turned upside down.
The March 2016 issue of Playboy was a huge hit, garnering over 1 billion media impressions as news spread of its revamped editorial mission.
Known to many young readers through brand extensions, like “The Girls Next Door” series which aired from 2005 to 2010, the Playboy brand has undergone a realignment, repositioning itself as an artful, progressive publication that upholds women’s rights with the same fervor that it provides nearly-naked centerfolds.
But Singh contends that social justice issues have been at the forefront of Playboy since on-going editor-in-chief Hugh Hefner launched the magazine in 1953.
“Playboy is at the forefront of social activism and progress, talking about issues that are controversial and may go against the common conversation,” he tells Folio:.
“This couldn’t be more important with the continuing war on sex and restrictions on affordable birth control for women. The fact that this is still in public and political discourse in 2017 — that’s a place we want to make a difference.”
B-to-B – Redesign
Paulig Barista, 2/2016
Even if you don’t speak Finnish, it’s clear that Paulig Barista magazine is something worth reading. The 5-year-old magazine relaunched in summer 2016 with a hip, minimalistic design more reflective of the cool Finland coffee scene that it represents.
Paulig is a family-owned company that focuses on coffee and spices. With an image the brand describes as “true entrepreneurial craftsmanship,” it was important that Barista inspire such sentiments in its readers.
The redesign was led by the Helsinki-based creative agency Otavamedia OMA, which started working with Paulig just over a year ago. Three to four people now work on the B2B magazine, which publishes three times a year for a print readership of 8,000. Most readers are professionals working in cafes and restaurants.
From its launch in 2011, Paulig Barista was a product-oriented magazine which spoke from the corporate perspective. Now redesigned, it is a reflective of the culture that surrounds coffee and cafes. It’s about the barista lifestyle.
Though the name is unchanged, and a few features have stuck around, the entire concept was reimagined. The new magazine has changed in size, content, typography, visual guidelines, and image style.
While much of B2B media is about sharing industry expertise with a level of finesse and nuance that only insiders will understand, Paulig Barista shows this can be done while maintaining the zest for aesthetics beloved by the coffee industry.