Benary – ‘Be Inspired’ Magazine
After collaborating to create a captivating magazine to promote their gorgeous begonias, we were ecstatic when Benary returned to us to work that same magic for their robust line of pansies.
Benary: Be Inspired Magazine
Having previously written and designed Benary’s BIG Begonia publication,
we knew this would be another opportunity to get intensely hands-on and inventive. Benary’s Inspire Plus and Inspire Deluxxe pansies and Admire violas are vibrant flowers perfect for gardens and craft projects alike, so we once again strapped on our DIY hats and got creative with beautiful blooms.
SERVICES: CAMPAIGN theme / campaign messaging / photography / marketing collateral
We first named the magazine “Be Inspired,” a nod to the product itself and the exciting activities found inside. Part growing guide, part original DIY magazine, Be Inspired illustrates the strength and growability of Benary’s pansies and displays the flower as a modern, versatile plant for gardening and crafting. Immersed in a garden of gorgeous samples from Benary, we couldn’t keep the inspired ideas at bay. We workshopped the perfect projects to draw in everyone from future brides and foodies to beauty gurus and crafters.
Totally embracing the DIY process, we rolled up our sleeves and got to work hand-making each project, fashioning delightful boutonnieres and pressed pansy gift tags. When it came to tasty treats, we donned aprons and whipped up dreamy donut decorations and spent two days carefully constructing blooming ice cubes.
With eight diverse DIY ideas filling the magazine, we more than earned our arts & crafts merit badge for 2017. To bring the fruits of our labor to the pages of Be Inspired, we then photographed our creations in sets designed to complement the pansies.
Striking the balance between lighthearted and practical, we made sure each page felt as clear and vibrant as the flowers themselves.
We had to get ultra-creative with how to display the spectrum of more than 40 pansy and viola colors for consumers to choose from. With collages, original illustrations and hand-rendered typography that makes headlines pop, this magazine attracts eyes with an artistic, one-of-a-kind feel.
And in messaging, we needed equally stand-out writing to make the magazine sing. Supporting the stunning photography and colorful layouts, we added copy that pulled double duty–expressing the fun potential of the blooms, as well as the necessary information for growing and maintaining Inspire Plus, Inspire Deluxxe and Admire violas.
With enticing activities, fantastic full-page photos and colors that jump off the page, pansies took center stage in this dazzling DIY guide. Benary launched their pansy publication at California Spring Trials to an excited and receptive audience ready to embrace a new perspective on pansies.
And on our end, few projects are as fun as the opportunity we had to step away from the computer and have a hands-on blast while doing work that serves our clients.
“[Clients have] told us that ours was the best piece they’d seen for the horticulture industry, and it helped them sell the product. The piece captured clients’ needs and we’ve received praise in terms of creativity and artwork. The material is fresh, fun and appealing to millennials.”