Interflora UK Mercury magazine
Mercury has been published since the 1950s and its format and design has changed many times over the years. In 2008, it reduced in frequency from six issues a year to four (Spring, Summer, Autumn, Winter). The current design had been in use since 2015 when it altered its paper size from American A4 to A4.
Interflora florists are all self-employed, running their own floristry businesses in a highly competitive marketplace. Their businesses are a mixture of Interflora delivered products and their own local products. Florists are highly skilled and self-motivated, and many are industry award winners.
The aim of Mercury magazine is to update the florist network on key Interflora initiatives, remind florists about their obligations as brand licence holders, provide useful business information, and present floristry inspiration.
Interflora UK, based in Sleaford, approached ATG Media with a brief to present a re-design of Mercury magazine, the Interflora UK in-house quarterly publication, which is circulated to staff and florists. Mercury magazine is the key communication tool between Interflora and its florists. It provides a combination of important operational updates, news from the industry, and inspirational floristry features. Interflora florists receive Mercury magazine by mail four times each year.
The re-design and layout needed to follow refreshed brand guidelines and run in parallel with the existing print edition of Mercury.
Having met the Interflora UK communications team face-to-face to get a full understanding of the look, feel and requirements of the branding, the ATG Media team created templates to present to the Interflora UK editorial board and communications team along with a fully printed re-designed magazine for direct comparison with the existing printed output and, of course, everyone involved loved the changes and with great feedback from their network of florists.