Let me show you some of the background work and prototypes that we did for the new REVISTA ÚNICA.
I remember that after several brainstorming sessions with INNOVATION’s Juan Caño, Marta Botero and the editor of EXPRESSO, Henrique Monteiro, we decided to imagine a cover story that could be a good example of the new “fusion journalism” concept that we were trying to instill in the project.
It was Juan who came up with the idea of Portugolfe.
Yes, we wanted a single topic every week.
But it couldn’t be an timeless issue.
We wanted a “newsy” magazine.
So, the Portugolfe idea was perfect.
Portugal has become the new paradise for golf players.
Great golf clubs.
Great facilities.
Great players.
And many tourists from around the world willing to play their favorite sport in this great country.
So, we started developing ideas with different angles, different approaches and different styles for the coverage of this main topic.
The cover could be a “why” one: Why is Portugal the new mecca for Golf?
Next, we went on to the opening spread, and Guillermo came up with this one:
And then we started with the “fusion” mix.
Let’s do fashion, Marta Botero said.
And we came up with this double spread: Retro Golf Fashion.
What about Money?
Cristiano Ronaldo invests in golf developments, Henrique Monteiro told us.
Like Donald Trump or David Beckham …
So, this was the new angle for the Portugolfe macro cover story:
Money, Money, Money.
And what if we do a “third age” story around golf …
Why not?
So, a new piece was added to the Portugolfe menu:
Wait a minute, Juan Caño said in our brainstorm, we need to tell our readers which are the best golf fields in the country.
Perfect.
Let’s do the top 10, explain why they are the best, and include great infographics showing the most exciting holes!
Done.
OK, but let’s not forget that golf is one of the main tourist attractions.
And we did a story about them.
The golf tourists.
Mafalda Anjos, the new editor of REVISTA ÚNICA, went to New York and did this first prototype with Guillermo Nagore.
Back in Lisbon, we presented our idea to the top management of EXPRESSO.
As always, Francisco Pinto Balsemao, the founder of the leading newspaper of Portugal, was taking a lot of notes during the presentation.
We ended and he said: “Yes, I love it.”
We knew that:
Francisco Pinto Balsemao loves golf!
Well, that’s the most important lesson for any consulting project:
Know your client’s passions.
And the founder of EXPRESSO loves golf and journalism!
So, “fusion journalism” was not difficult.
What you need is just publishers, editors and reporters who are passionate for journalism.
Like in EXPRESSO, like in REVISTA ÚNICA.
That’s all.
And I hope that the Society for News Design (SND) judges gave us this GOLD Award because they saw that this was, and it is every week, a work of love.
Thank you!