LIVE|PLAY|AAA

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LIVE | PLAY | AAA - Member Publication
Redesign and new direction

AAA Minneapolis produced a bimonthly member publication (6 issues a year) under the name Home & Away. The publication was dated in appearance and was primarily used as a travel sales tool. The audience skewed older and the publication readership numbers were not great. We wanted to produce a publication that was more of a member lifestyle publication that reflected our changing services and readership demographic.

We set out to address some of these concerns by first addressing what we wanted this publication to be – a true member publication with content highlighting how the various AAA business lines fit into one's life and providing content that highlighted those business lines as a trusted/expert resource in their respective areas of businesses. We didn't abandon the Travel component which supports our Travel Agency, but rather expanded on more localized and relevant member content as a whole.

The design and title needed to reflect this change, as well to be reflective of what we were trying to accomplish. The title LIVE|PLAY|AAA was conceived and a new design direction was established to attract a younger audience while not abandoning our older core audience.

We had several goals for this redesign:

1. Encompass multiple product lines, but tie everything back to membership in a lifestyle magazine approach.
2. It was important that we touch on a variety of ways AAA can play into one’s life by providing relevant local content positioning us as an expert in business line related areas.

3. Work with the publisher's design staff on each issue to develop a look and feel that reaches a new demographic and engages the reader.

4. Contemporize the design and content.

5. Enhance the quality of imagery, focusing more on lifestyle images. When possible develop local photo shoots.

Browse current issues of the magazine: CLICK HERE

OLD PUBLICATION - Prior to redesign