Santa Barbara Magazine is a luxury brand publication with a global reach. Traditional in many respects, the publication realized it was standing on the precipice of a radically changing landscape. Santa Barbara Magazine asked us to usher them into the digital age and embrace "future publishing".
We are passionate about magazines and have formed a vision that we call Future Publishing. Magazines are no longer publishing companies, they should think and structure themselves to become agile media companies. That means creating cross platform content simultaneously, for example, interviews filmed on iPhones and posted on their site or photoshoots structured for both motion and still content.
The mindset of publications also has to temporally shift, meaning, no longer be restricted or dictated by publishing schedules. Adjusting to Future Publishing requires a shift in workflow, content creation and thinking around distribution.
