CASE STUDY
Black Beauty & Hair – Hawker Publications
The Client:
Black Beauty & Hair is the UK's leading consumer magazine for Black women, covering hair, beauty and lifestyle. Published by Hawker Publications, it is a high-quality glossy newsstand title with a substantial advertising base and a loyal, engaged readership.
The Brief:
The publisher came to ATG with three clear objectives: a visual redesign, improved production workflow, and better management of the magazine's significant advertising volume. There was also an honest concern raised at the outset — looking at the ATG portfolio, most of the titles were B2B publications. Could ATG really handle a consumer glossy?
What We Did:
It was a fair question, and we were glad it was asked directly. The answer was in the work.
ATG redesigned Black Beauty & Hair with the visual ambition and production values a premium consumer title demands - bold layouts, confident typography, and a design language that reflected the magazine's authority in its market. Simultaneously, AdTrak was implemented to manage the title's advertising workflow, bringing structure and visibility to a high volume of bookings that had previously required significant manual management.
The Outcome:
The publisher's initial concern - that ATG's experience was too B2B-focused - was resolved by the finished product. The redesigned Black Beauty & Hair delivered on all three objectives: a fresh, contemporary visual identity; a more efficient production workflow; and a substantially improved advertising management process. A very happy publisher, and a case study we're particularly pleased to have on the books - not least because it reflects a deliberate broadening of ATG's work beyond the trade and membership sector.