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Client

SEB

A premium coffee table magazine

In 2021, SEB’s magazine Value got a new look, feel, and content. The renewed magazine is a forward-thinking, informative, and inspiring print experience produced with care.
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The challenge

The Nordic’s leading corporate bank, SEB, came to Spoon with a clear mission. They wanted to decrease the number of editions from three to one every year. But how would they be able to produce a magazine with such high quality that it could replace three editions, and maintain its relevance for an entire year?

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The solution

The traditional magazine became an annual, coffee table experience. The objective was to create a print product with timeless qualities, and content that the readers wanted to treat themselves to. Value was to take a giant leap from the typical customer magazine style, to become a premium product about generational businesses, entrepreneurship and sustainability. The content would focus on the perspectives and areas needed for a positive societal changesomething that the target group wants to be a part of.

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The results

Value highlights the most interesting people in the banking and finance sector, as well as cultural personalities and designers. It is a product that exudes quality and gives the reader tips and advice on shares, funds, and asset management. With 97 percent positive reader feedback, Value is a much appreciated magazine by both customers and SEB co-workers. It is described as forward-thinking, informative, and inspiring.

Read Value online.

In a digital environment, we see the value of the tangible. There’s a sense of quality to it. Especially today, when most things are communicated through digital means. To be able to hold a print product, and something that conveys our core values, is appreciated by our clients. With Value we have gone from making a paper, to creating a quality magazine. A lot of our clients have Value lying on their table, just like a coffee table book. We see Value as a value concept.
Daniel Fagerström, Global Marketing Business Partner for Private Banking, SEB

Want to know more about this project?

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Meryem Can Bolin

Business Director