Page 15 in Iggesund Paperboard - Inspire - Nr 30 2008 #30 [2008] • inspire 15 A focus has been on consumer trends...” ‘‘ Warsaw’s city architect Mischa Borowski, as well as designers such as Tord Boontje and brothers Fernando and Humberto Campana. In addition to personal interviews, smell and taste have been recurrent topics of features, with luxury goods such as coffee, chocolate, alcohol and perfume making several repeat performances. With a carefully curated look and feel, Inspire has also emphasised strong design and photography. In addition, the magazine itself is an example of how Iggesund paperboard can be used, serving as a marketing tool and reinforcing the brand. “The cover is always printed on Iggesund paperboard with different printing techniques, so Inspire itself shows what you can do. The product speaks for itself,” says Menninga. The high quality of the publication reflects the high quality of the product. “If you print on a good board, the receiver has a heightened sense of quality, and that is something we would like to demonstrate in a subtle way,” says Editor-in-chief Elisabeth Östlin. “It’s a way for us to show what you can achieve with board.” One of the magazine’s hallmarks has also been the spectacular and often tactile cover design – instantly recognizable as Inspire – featuring printing techniques such as flocking, embossing and hot foil stamping. While earlier covers featured more graphic elements, Menninga says more recently there has been increased use of photography and illustration. Inspire has recently received a design update, which was launched with the spring 2008 issue. New elements include more reader-friendly fonts and a bolder design. Menninga says the look of the magazine has evolved with the company itself. “Everything with paper is associated with white, and the design of the magazine reflected that, very clean and pure. But Invercote is not simply white anymore, it sparkles with colour,” he says. Here’s to another ten colourful years. worth

Page 14 - 14 inspire • #30 [2008] Text Charlotte West A lot can happen   Page 16 - 16 inspire • #30 [2008] THE BOYS and Beauty  
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