What does an e-commerce brand publish when it stops talking about shopping?
We helped an industry-leading e-comm platform
create a quarterly print magazine that celebrated human-led stories at the intersection of tech, business, and culture. This approach allowed the brand to engage its audience offline, building meaningful connections and fostering community loyalty.
THE CHALLENGE
E-commerce brands are very good at giving people reasons to buy. Finding reasons for them to spend time with the brand is harder.
Our client wanted to build a stronger editorial relationship with its community, away from product launches, platform updates and the usual churn of digital content.
Print offered a different pace. Something physical, considered and capable of sitting on a desk long after a campaign had disappeared from view.
The opportunity was to create a publication that felt relevant to the people using the platform, without turning every story back towards the business.
OUR RESPONSE?
We developed Platform mag, a quarterly print publication built around the wider world its community inhabited.
The editorial moved between technology, business, fashion and internet culture, following the people and ideas changing how we work, shop and create.
Each issue was timed around key moments in the brand’s calendar, giving those moments an editorial layer rather than another piece of campaign collateral.
The magazine was deliberately broad in its interests.
Interviews brought in voices from across the industry. Features looked at shifts in online behaviour and emerging business culture. Elsewhere, stories followed the stranger currents moving through the internet, from TikTok trends to the return of Y2K fashion.
That range allowed the brand to enter conversations its audience was already having, while building relationships with contributors and figures from worlds beyond e-commerce.
Lekker developed the editorial strategy and magazine concept, shaping the themes, formats and stories that could give each issue its own point of view.
THE RESULTS
Platform mag gave the brand a different kind of presence in its community.
Instead of filling another feed, it created something people could pick up, spend time with and keep. A quarterly reason to look beyond the platform itself and into the culture forming around it.
It also gave the business an editorial framework it could return to throughout the year, connecting cultural moments, industry voices and its wider community through one recognisable publication.
More works
