MAUD

Ben & Co. is a business & lifestyle magazine for Chifley – a premium commercial tower and retail precinct in Sydney’s financial district. As part of a wider brand strategy for Chifley, Ben & Co. was designed to strengthen the foundation of the brand by connecting and telling the stories of its community. The magazine has become a platform for both internal and external thought leadership with a circulation of 6,000.

Form and function are balanced in the design. A strong identity and minimal, functional and consolidated editorial design system has a time-poor audience in mind, while a clear design hierarchy guides the eye and helps readability.
Ben & Co’s content is created and tailored to its elite readership, carefully balancing retailer commerciality with the editorial integrity that the readership demands. First-hand opinion pieces from industry leaders sit alongside long-form original features, insightful interviews and luxury lifestyle content to create an engaging and inspiring chronicle of current and useful reads. A straightforward tone and intelligent style provides readers with well-written editorial that entertains and educates.

Themed issues have led to partnerships with, and custom original content for, brands such as Tesla, Pacific Boating and Qantas. With print and online elements, the magazine also comes to life through activations such as Chifley Masterclass – a bi-annual lecture series sponsored by UBS and UNSW. The success of tailored activations is testament to Ben & Co.’s role in the shift from reporting on culture to generating it.

Ben & Co. is delivered to every desk at Chifley as well as being distributed to strategic locations in the surrounding CBD area.