The flybuys magazine is a huge pillar in the brands continued awareness and acts as a contact point for millions of customers Australia wide.

But it's current appeal was only to existing members and we needed to expand it's reach.

At the same time as we were updating flybuys' brand guidelines, the magazine served as a reoccuring chance to update our customers on where the brand was heading.

The edition before we started is the epitome of the old style.

In our first edition, we started to give readers a chance to see the products how they'd actually be used, messily.

And gave each spread an editorial viewpoint.

With each edition adding new brand elements, heading towards the launch of the new brand.

So that finally, with the launch of the new brand, we could express exactly the way we wanted, without giving existing readers a shock.