costco Connection Magazine rebrand
EDITORIAL OVERSIGHT, CONTENT STRATEGY, & BRANDING
Costco Connection is a powerhouse publication. The nation’s third-largest circulated publication, Connection reaches over 13M executive members every month. However, feedback and slightly decreased readership illuminated key problem areas: outdated in its design and edit, the magazine felt misaligned with its brand purpose, failing to effectively communicate Costco’s inherent value.
To grow its current readership and capture the Millennial market, Connection required outside expertise to set it on a new course. Costco chose my team at Redbird; I oversaw the editorial strategy and rebranding of the magazine.
HOW WE DID IT
An in-depth content analysis revealed that the content itself wasn’t the problem, but the lack of architecture, navigation, and clear brand voice which created a confusing experience. Moreso, the brand’s purpose (“To enrich lives, engage the community, and sustain the world at large—one smart purchase at a time.”) lost its message within the cacophony.
To solve for this, my team first redesigned the book’s architecture to act as one cohesive unit. Distinct sections were established—front of book, back of book, and the well—using visual guidelines to direct the reader. The Table of Contents became a clear roadmap that sold the story line-up, reinforced by headlines that promote interest and immediacy. Pacing was crucial: we prioritized white space and navigational tools to create a digestible ebb and flow.
We then defined a crystal clear, brand-resonant Connection voice through editorial guidelines to create a common language. We amped the voice’s muscle to build confidence, authority, and expertise—three values innate to the brand but lost within Connection’s pages. We also expanded story lines to encompass more resonant themes and categories, developed synergy between edit and product, and contemporized their columnist line-up.
Lastly, we revamped the cover, including a logo redesign, a new tagline, smarter headlines, and new photography to modernize its look and entice readers immediately.
The final product cut the excess and allows Costco’s inherent purpose to rise, empowering readers to become America’s smartest shoppers on their journeys to an enriched life.
