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.
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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.
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