Upmarket digital magazine for discerning travellers

Designed together with Phaidon and American Express to provide a stylish cultural guide to ten incredible worldwide destinations

Challenge

American Express approached Phaidon to provide a brand new digital-only magazine for holders of their rewards card. In turn Red Onion were asked to create the artwork and layouts.

Approach

Working closely with an experienced editor at Phaidon we worked with a picture editor to source stylish and unique images predominantly from the Phaidon book archives. The cover used a clever multi-image approach to illustrate how the features provide two versions of each city.

Solution

Companion was designed to look like a traditional magazine, but without the need for a gutter between single pages on a spread. Red Onion went on to provide advertising for the New York office, and several ideas for an American Express magazine aimed at kids.

Andre Chaing
Steve McCurry magazine spread
New York High Line from above

“This looks fabulous! Congratulations to everyone involved. It looks great on the iPhone too.”

Jonathan Whale, Phaidon
Design

The look of all the design materials were created to have a middle-class look and feel. The travel magazine is aspirational for adults, whilst the cooking magazine provides a fun look for kids. The colours, font and images are very carefully considered for each target audience.