Redesign Classic Car Africa magazine into something that would attract a younger audience, while also retaining the valued current readership. The aim was to move the magazine into a lifestyle publication, consequently gaining some international appeal.
Classic Car Africa is South Africa’s longest-serving classic car magazine. Since its first issue hit the shelves in 1994, the magazine has focused on telling the stories of people and cars alike. It documents a mix of history, nostalgia, passion, and performance to an informed and participative niche membership.
Developing the magazine’s new look
Classic Car Africa magazine’s original masthead and layout are shown on the left. Small changes were made to the cover layout design before a new masthead was created.
Proposed mastheads based on the old layout.
The new magazine masthead and cover layout design.
With the new layout and masthead, we saw a definite move in the average reader’s age to around 30 years old. The focus shifted to all things classic (restoration projects, historic racing, rallying, collections, motorcycles, bicycles, modern classics, museums, and even model cars), and with that, a broader readership followed. We applied the new masthead to marketing and promotional material. It became very recognisable amongst classic enthusiasts. Classic Car Africa magazine also gained an international readership through its e-publication and is now widely read and enjoyed.
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