Firstly, it was necessary to establish the audience in order to engage them fully. It was believed that potential customers were those with a passion for design who sought original products for themselves, their homes and their friends.

Once the audience had been established, journalist and copywriter, Clare Kelly and creative director Josephine Spencer began work on a concept for a press release that would have real standout and appeal to targeted magazine editors

It was agreed that two press releases were to be created in order that Illustrated Living would choose the one they felt was more appropriate. The design of the press release showcased the diversity of products available and the focus was on clear, aspirational images to excite the audience.

The tone of the press releases was inclusive and vibrant – as if talking to a friend. This was felt as the best way to reach magazine editors, who on a daily basis, receive countless press releases.