Making OUT IN THE CITY magazine the choice among professional gay men

We were commissioned by Square Peg media, a leading niche publisher, to conceptualise and develop a brand new magazine for gay Londoners.

Our insight showed that readers were screaming out for a more professional lifestyle magazine, in a saturated market of scene-oriented, clubbing and sex-led publications.

The result was the original brand concept for the aspirational Out in the City magazine, London's leading gay consumer free distribution title.

As the title grew, we used our market intelligence to evolve and contemporise the brand and its look to maintain its market leading position.