Role: Editor / Creative Director
Output: Planning & curating / Writing / Directing & designing / promoting / budgeting
Client: Transfer Snowboard Magazine
Period: September, October 2017

Beyond the print magazine, merchandise and events, Transfer Snowboard Magazine has grown its online presence by launching a comprehensive, interactive and highly engaging digital platform that’s industry leading. While digital publishing has been adopted by other publications, Transfer has taken a look and feel that’s become synonymous with the brand, alongside its sought-after content quality and lifted it from its traditional print medium. 

As the Editor of Transfer since 2015, I’d remain persistent to take the magazine digital however given that the internet is over-saturated with snowboard sites all sharing the same content, I sought to develop a different model that would offer an alternative, for both consumers and clients. This included lifting any kind of pay-wall for our audience, along with creating new advertising opportunities and a premium digital experience with little compromise. 

Establishing the editorial direction as the ‘Travel Special’ for the first ever Transfer Digital Edition would set the precedent for the content mix, contributor budgets, relevant ad clients and possible revenue streams. This would be the first step in masterminding the entire project. Since Transfer’s team is small, and budgets are limited, every step needs careful consideration. 

Once we planned it, we produced it. Looking after the creative direction of the content, as well as sourcing and producing the content and working with the in-house ads team was all part of the role. We built the most comprehensive, and accurate snowboarding guide to Japan to date and created authentic and engaging brand stories as part of our native advertising strategy. We enabled the ability to buy products and book trips throughout the site, while still maintaining Transfer’s independent and trusted voice. This was all done on a shoe-string budget, and with over 8K 5-minute+ user-sessions alone since launching on the 19th October, the work speaks for itself.