Savills: Alba 2023
How do you reimagine a flagship print magazine for the digital age?
A big, cross-sector editorial project, Alba brought together stories from across Scotland and beyond—from green homes and coastal communities to the future of farming and even space real estate. Most features were written by freelance journalists, and I worked closely with contributors across the business to commission, brief, and develop their pieces. I also conducted interviews myself and wrote all the editorial glue: the section blurbs and intro copy that guided readers through the story.
Alongside shaping the tone and structure of the report, I oversaw every step of the process; from early-stage content strategy and contributor wrangling to delivery, publishing and promotion. I directed Savills’ in-house PR and marketing teams, keeping the project on track, on brief and on brand.
“The magazine really does look very good”
Designer Sarah McCallum (who did a fantastic job) brought the whole thing to life visually. The result was a beautifully crafted, mobile-friendly publication with a clear visual identity, easy navigation and interactive elements throughout. It was a significant shift from what had been a static PDF or printed report in the past, Alba showed how editorial design and digital strategy could work hand in hand to elevate insight.
Feedback across the business was incredibly positive. One team described it as “miles ahead of previous publications”. I also heard that the publication had sparked new ideas across the company, with several elements reused for other projects, and encouraged other to explore more creative and interactive ways to tell stories and engage their audience.