Behind the concept
The newsletter’s name, Horizons, masthead, design, colours and layout use the horizon as a motif.
The horizon is the point at which sky meets Earth and was chosen as the symbol for the business’s ground operations: the place where aircraft (from the sky) meet the support facilities (on the Earth).
The ‘Sky Blue’ and ‘Red Earth’ colours (taken from Qantas’s internal brand guidelines) were abutted to form a stylised horizon and banner for each news article.
Negative space cuts into the letterforms to imply the horizon.
A seven-column grid allowed for subtle variety in layout design and use of white space.
“I have no hesitation in recommending [James Armstrong’s] design agency. I have always found them to be excellent on all the projects I have worked with them on — high quality creative work, attention to detail, excellent customer service, always prioritised work, very transparent pricing and always delivered great value for money.”
Manager Workforce Communication (project manager for Little Red Book and Horizons newsletter)
Gold Award — Creativity Annual Awards.
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