The Carbon Manager Digital Magazine was a PDF based magazine, developed and delivered for Carbon Training International.
The Carbon Manager Digital Magazine was a PDF based magazine, developed and delivered for Carbon Training International. I developed the publication’s strategy, tone, all written content and had final say over all aspects of the magazine. I was working in-house for Carbon Training International, and while the magazine wasn’t always the task at the top of the to do list, it was the most important to me.
We were superbly assisted by Nathan Lee of Goodlife Creative for the design elements of the project. He was amazing to work with – quick turnaround times, and was extremely helpful as I translated his work for the PDF to fit on our website.
What was it?
Here’s how I (formally) talked about the magazine on our website:
Change is vital, yet daunting.
The Carbon Manager is an on and offline publication that makes the right kind of change less difficult to achieve by telling the stories of those that have helped their business or organisation adapt to the low-carbon economy, and providing the news, information & resources that will help the rest of us do the same.
Short version? We want to help you do your job better.
I got the opportunity to interview some extremely interesting people (not least of which, former Opposition Leader John Hewson, (no relation)) and to write articles that helped introduce a level of tech and sector savviness to a group of professionals who are doing important work.
Articles were written with one overarching goal in mind; to be of use to the eclectic group of professional’s that had been termed, ‘Carbon Managers’.
The format for the magazine was;
- Table of Contents
- Advertisement – Carbon Training International
- Editor’s Letter
- Short Article – lighthearted (1 page)
- Medium Article – tech or relevant issue focus (3 page)
- Useful Graph of the Month
- Medium article – behaviour change or relevant issue focus (4-5 page)
- Carbon Training International Advertisement
- Feature Interview (9-10 pages)
- Happiness Fuel – a related (or not) video that helps readers end the issue on a positive note
- Closing page, with a ‘continue the conversation online’ call to action
There were some recurring features, too. The two that gained us the most traction were Useful Quotes, and Useful Graphs.
Both Useful Quotes and Useful Graphs were presented to readers for the same reason; to give them some more ammo when arguing for the right kind of change in their organisations. By going visual, I increased the share-ability of the work, the impact it had on a reader and provided a well designed graphic anyone could use to make to convince others of our worldview.
The focus is always on the quote itself – the design work we did to house them was to ensure they had enough visual impact to do the words justice.
Here’s one of my favourites, from Ian Chubb.
Each issue, I would find one graph from an important, sector relevant white paper or piece of research and make it look pretty. My goal was to show what sort of extra reading Carbon Managers should be doing, and to direct more eyeballs to good work.
This one provides Carbon Managers with proof when they say they need their bosses to sign on to any sustainability programme.