How does a new travel platform engage Gen Z in a saturated market?
We helped Yond create BeYond…
a hybrid print and digital magazine with integrated social activations for every article.
Made for people finding their next trip through social, BeYond gave Yond a distinctive editorial voice, with stories designed to live on the page and travel across the feed.
THE CHALLENGE
YOND is a social travel platform that allowed users to move from saved inspiration to booking in a few clicks.
It was also entering a crowded category, where every destination, hotel and hidden gem was competing for the same attention. Yond needed an editorial identity that could make the platform feel distinctive and worth returning to.
The brief was to create something tactile enough for events and flexible enough for social, while giving the brand a recognisable point of view on how travel was changing.
OUR RESPONSE?
We created BeYond, a hybrid print and digital magazine designed to supply stories for both the publication and the feed.
THE BREAKDOWN
Every article began on the page, then shifted shape for social.
Features became voiceovers, carousels, street-style Q&As and short interview clips for Instagram and TikTok. Each format was developed around the original story rather than treated as an afterthought.
The editorial covered the travel stories shaping youth culture, from TikTok hotspots and gigs-tripping to bougie bars and the return of the ’00s gap year.
We commissioned writers with credits at Dazed, National Geographic, GQ, The Face, i-D and woo, giving a young platform the confidence and perspective of an established magazine.
Lekker developed the editorial concept, commissioned contributors and shaped the issue, then planned how each feature could continue working across Yond’s channels.
THE RESULTS
The magazine was reprinted three times, placed in hotels across Europe and taken to trade shows, where it helped Yond introduce the brand to prospective clients and bring new partners on board.
It also became a useful calling card for influencer outreach and press relationships, earning attention from recognised names in travel media.
What began as a launch publication became part of how Yond showed up in the world: in hotel lobbies, at industry events, in client conversations and across the feed.
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