i-Candy replaces Candid in revamp

Deeper Media has won the contract to redesign an upmarket glossy magazine for multimillionaires.

Candid, owned by property design company Candy & Candy, will relaunch under the name i-Candy for spring 2004. It will feature Candy & Candy properties – valued at between £2m and £50m – as well as travel, luxurious holidays, interiors, art, fashion and celebrity interviews.

The title was previously published quarterly in-house, but Deeper Media is hoping to increase the frequency to bimonthly.

Penny Dash, new business director of Deeper Media, said it was awarded the contract after an informal approach. “It is going to completely reinvent itself. Candid was previously done in-house and they did a fantastic job, but we want to take it one stage further. It is going to have more pages, be fuller and glossier.”

The first issue has been produced by a team of six, but Dash plans to triple the number of staff by next March to work on i-Candy as well as other new projects.

“To pick up a client of this ilk is very unusual for a small company. We have access to really good consumer designers and sub-editors, I think other companies struggle to get the best of the best and when they saw the calibre of people I was proposing to work on this, it was a done deal,” she said.

Copies are distributed in select hotels, spas and members’ clubs overseas as well as in the UK.

By Ruth Addicott

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