CASE STUDY
Transforming Interflora UK's Mercury Magazine
Since the 1950s, Mercury Magazine has served as the cornerstone of communication between Interflora UK and its network of independent florists.
Over the years, the publication has evolved in design, format, and frequency to meet the needs of its audience. In 2008, the magazine reduced its schedule from six issues a year to four seasonal editions (Spring, Summer, Autumn, Winter), and in 2015, it shifted its paper size from American A4 to standard A4.
Interflora florists are highly skilled, independent business owners operating in a fiercely competitive market. They juggle the demands of delivering Interflora-branded products alongside their own local offerings. As industry leaders and innovators, many of these florists are award-winning professionals. Mercury Magazine plays a vital role in keeping this network informed, inspired, and connected.
The magazine’s goals are to:
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Update florists on Interflora initiatives.
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Reinforce brand guidelines and obligations.
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Share valuable business insights.
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Showcase floral inspiration and trends.
The Challenge:
Interflora UK, headquartered in Sleaford, approached ATG Media in search of a fresh perspective for Mercury Magazine. The brief: redesign the publication to align with newly refreshed brand guidelines while maintaining the established print format.
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Mercury’s redesign needed to achieve several key objectives:
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Reflect the updated branding to ensure consistency across all communications.
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Maintain its role as the primary communication channel between Interflora UK and its florists.
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Preserve its reputation as a trusted and inspiring resource.
Additionally, the redesign had to work seamlessly alongside the existing printed format to ensure a smooth transition for readers.
Our Approach:
The ATG Media team began by conducting an in-depth consultation with the Interflora UK communications team. Meeting face-to-face allowed us to fully understand the brand’s vision, tone, and practical requirements for the redesign.
Armed with this insight, we developed a series of templates and layouts that modernized the look and feel of the magazine while respecting its rich heritage.
These included:
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Sleek, contemporary designs that incorporated Interflora’s updated branding.
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Layouts optimized for clarity, readability, and aesthetic appeal.
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A balance of operational updates, industry news, and floristry inspiration to engage and inform readers.
To ensure the redesign resonated with stakeholders, we produced a fully printed version of the re-imagined Mercury Magazine. This allowed the Interflora UK editorial board and communications team to directly compare the new design with the existing format.
The Outcome:
The redesigned Mercury Magazine was met with enthusiasm across the Interflora UK network. The editorial board praised how the new format modernised the publication's visual identity while preserving its authority as the primary communication channel for hundreds of independent florists across the UK.
The project is a good example of what a well-managed redesign process looks like: clear brief, close collaboration, and a final product the client's audience actually responded to.
"The redesigned Mercury Magazine has been a fantastic success. ATG Media captured our brand’s essence and transformed our key communication tool into a modern, impactful publication that our florists love."
Interflora UK Communications Team