Vivid was appointed to the work last summer by Muse Developments, which was responsible for the development of the Northern Quarter’s Smithfield Building in 1999 and other developments in the area. Vivid had previously worked with Muse on a number of projects including brochures and websites.
Karl Sanderson, creative director of Vivid, says the consultancy was tasked with creating a consumer-facing magazine which would be a platform to celebrate ten years of Muse’s work in the area.
Sanderson says, ‘We opted for a formal, yet intellectual, conversational style to talk to the target audience in their own language and made design decisions that reflected the edgy style of the area and commemorated the ten-year anniversary of the regeneration project.’
The magazine has a print run of 2000 and is being distributed in hotels, bars and shops in the Northern Quarter. Sanderson says he hopes it will be published quarterly.