Cumbria Life redesign

Cumbria Life gets a new look and logo 

Cumbria Life is one of three titles that makes up the magazine arm of Carlisle based, newspaper publisher, CN Group.

Richard Eccles, Publishing Director in charge of the magazine portfolio, asked me to work with him on the relaunch of Cumbria Life and oversee the design of the new look, including a new logo and complete rethink of the way the content is presented.

A previous designer had let Richard down, so he was looking for someone else to take up the challenge. I'd recently joined PPA Scotland and Richard spotted my name when I was introduced in the PPA newsletter.

Cumbria Life aims to be a vibrant and contemporary guide to life in Cumbria without losing its core values centred around the Lake District’s beautiful landscape and heritage.

Richard Eccles, said: “We felt it was time to refresh the magazine and change perceptions about what a 'county life' magazine is about. We want to be essential reading and an essential guide for getting the most out of this amazing county and its unique combination of natural beauty and a vibrant contemporary culture of Michelin-starred restaurants and a thriving arts scene.

"The challenge is to attract new younger readers while not putting off our traditional core, and from the first reactions to the new magazine, I think we have pulled it off."

"Readers are connected by a deep closeness to the geographical community rather than just a common lifestyle interest such as music or motorbikes. This brings extra complexity and to the editorial process for a regional magazine, similar to the difference between local and national newspapers - particularly for example in terms of how far you stretch cover lines. The people and places featured are our neighbours."

"I'm delighted with what Matthew has brought to Cumbria Life, not just design but the whole approach of how a magazine works best. In terms of regional magazines I think there's now nothing like Cumbria Life in the UK."

Broadcaster Stuart Maconie, who has a home in the Lake District and has been a columnist on the magazine for five years, told Richard: "The new Cumbria Life is ace - it makes the others I've seen recently look like vapid county set advertorial fests. I see a lot of county magazines on my hotel travels and Cumbria Life is like the New Yorker by comparison...but with just enough sheep and drop scones to 'keep it real'. It's a proper magazine with proper design, ideas and proper writing."

The photography took centre stage in the redesign, more care is taken with photo editing so fewer images are used to tell a story  - but they're bigger. You can't help build 'flick-stopping' pages with such dramatic photographs of the Lakes.

Staff photographer Phil Rigby's portrait and landscape shots are used through out the magazine and are the backbone of the new design.

The magazine was officially relaunched at a party in Grasmere. Special guest speaker was Kevin Roberts, the worldwide chief executive of Saatchi & Saatchi, who has a home in Grasmere and has featured in the magazine. He spoke of his love for Cumbria and said that Cumbria Life was the first thing he turned to whenever he arrives in Grasmere.

I also worked closely with commissioning editor Mary Ingham and Sara Valentin and Lindsay Molloy on the production team.

Opening spread to the news section

News spread

Opener to life style section