This is the cover of the new REVISTA UNICA that will be available tomorrow in Portugal.
First things first:
This project was inspired by LA VANGUARDIA’s ES magazine, which you can read about in our 2008 INNOVATIONS IN NEWSPAPERS Global Report.
This is a different kind of product, though:
It’s a glossy magazine.
It’s not new.
And we have redesigned it before.
After our first redesign, LA REVISTA became the most valued product of the EXPRESSO weekend package.
At the time, Henrique Monteiro was the editor of LA REVISTA; now he’s the editor of EXPRESSO.
LA REVISTA was quickly destroyed, though, and turned into UNICA, a magazine that was everything but unique.
In the last few years, UNICA became EXPRESSO’s least valued product.
From the most valued (LA REVISTA), to the least valued (UNICA).
A few months ago, Francisco Pinto Balseameo, Pedro Norton and Henrique Monteiro called us and we started to discuss how to reinvent UNICA. We ended with the new REVISTA UNICA.
The first decision was to find and hire a new editor.
And we had the good fortune of working with a fantastic one: Mafalda Anjos (you can see here a slideshow presenting some INNOVATION prototypes of the new magazine).
On our first visit to Lisbon, I joined our magazine gurus, Juan Caño and Marta Botero.
And Henrique Monteiro supported our first idea:
REVISTA UNICA must again become the main reason to buy EXPRESSO.
REVISTA UNICA must again become EXPRESSO’s best of the best.
To achieve these goals, REVISTA UNICA had to be an example of “FUSION JOURNALISM.”
INNOVATION’s Guillermo Nagore performed a miracle.
And this is what you will see in this blog tomorrow.
The first pages of the new REVISTA UNICA.
Watch here a TV commercial that presents the new editorial concept and design (It’s at the end of an article).
EXPRESSO is now, more than ever, “much more than words”.
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