The Brief
To launch a bold new HR publication under a completely new identity that would stand apart from traditional people management and HR magazines. The client required a modern, intelligent, and time-conscious concept that positioned the publication as a true thought leader—without making unreasonable demands on the reader’s time. The design needed to feel professional yet contemporary, with plenty of negative space to allow the dense editorial content to be absorbed easily. The tone had to reflect the credibility of its backers; Croner and PricewaterhouseCoopers – while appealing to a high-level HR audience.
Design Approach
We began by developing a clear, modern design system with a clean typographic hierarchy, refined grid structure and a generous use of white space to give the often complex subject matter room to breathe. The layout was airy and confident, allowing long-form editorial to feel accessible, not overwhelming.
As part of the strategic positioning, we also created a name for the publication ‘Hourglass’. Inspired by a predictive text quirk where “HR” is auto-corrected to “Hourglass,” the name became a clever nod to both time and value. It signalled to the reader that just an hour with the publication would deliver meaningful insight from leading HR professionals.
Content in the launch issue ranged from executive mobility in Europe to cultural integration in multinational firms and new thinking on human capital and risk. We gave the editorial sharp, succinct treatment, supported by a calm, intelligent visual language—elevating the publication into a credible and compelling new voice in the HR world.
