Industry News

BALANCE magazine unveils new look

By Louisa Cavell

13 May 2019

To coincide with mental health awareness week (13-19 May), Balance magazine unveiled a brand-new look aimed at the city’s millennial commuters, in partnership with Smirnoff

The approach behind the new look has been dubbed 'selfish philanthropy', with the title aiming to offer a clear step forward from the decadence of the 90s and excess of the noughties. For a generation faced with challenges unlike any other before them, BALANCE helps its audience feel rewarded for doing the right thing, not punished for it.

Editor and founder, Sophie Scott comments “As the wellness industry continues to grow it’s important for LANCE to offer even greater respite from the pressures of urban living. Our content is designed to offer 'credit' to the 'debit' we can all feel by helping us to make better informed lifestyle choices. In finding your place, in knowing where you stand and in identifying what you might want to do next to help yourself move forward, be it through your own headspace, career choices, daily habits or simply eating better, BALANCE is here to help.”

Scott adds, “We know our readers are seeking out new ways to look after their mental health, as well as physical health. A sense-of-self is important in a landscape where it's easy to allow others to define you. What’s more, if we can’t trust in our leaders, we need to be able to trust in ourselves; BALANCE lets you know it’s ok to invest in yourself and your health and encourage others to do the same.

“We’re really excited to be working with Mental Health Foundation – the UK’s charity for everyone’s mental health. Keep your eyes peeled on our social channels for advice and tips on how to keep your mental health in check."

The redesign has been created by award-winning Art Director Nick Thackray (_Women’s Health, Runner’s World, FHM_) who said, “The ambition was to make a unique commuter proposition, one that allows for a quick-commutable-read on your journey to work, with longer ‘lean back’ reads for greater engagement when you get home.” Built to translate simply across multiple digital platforms and to promote even greater interactivity, the title places the core pillars of wellness, mental health, and psychology at the heart of the brand.


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