The Why:

Costco Connection is a powerhouse publication. The nation’s third-largest circulated publication, Connection reaches over 30M executive members every month. However, the magazine had been operating under the same outdated editorial standards since its inception in 1997, and both decreased readership and a desire to attract Millennials  illuminated a need to modernize the book. Costco came to my agency, Redbird, with the task, and as the VP of Content & Creative, I led the charge on reimagining the brand’s beloved publication. 

An in-depth analysis revealed that the content itself wasn’t the problem, but the lack of architecture, navigation, and brand voice, which created confusion and diluted resonance. Moreso, the brand’s purpose (“To enrich lives, engage the community, and sustain the world at large—one smart purchase at a time.”) fell flat within the cacophony.

The Articulation:

To solve for this, my team first redesigned the book’s architecture to act as one cohesive unit. Distinct sections were established—front of book, back of book, and the well—using visual guidelines to direct the reader. The Table of Contents became a clear roadmap that sold the story line-up, reinforced by headlines that promote interest and immediacy. Pacing was crucial: we prioritized white space and navigational tools to create a digestible ebb and flow. We then defined a crystal clear, brand-resonant Connection voice through editorial guidelines to create a common language. We amped the voice’s muscle to build confidence, authority, and expertise—three values innate to the brand but lost within Connection’s pages. We also expanded story lines to encompass more resonant themes and categories, developed synergy between edit and product, and contemporized their columnist line-up.

Lastly, we revamped the cover, including a logo redesign, a new tagline, smarter headlines, and new photography to modernize its look. This enabled us to evolve it from another editorial touchpoint to a marketing tool, introducing readers to the brand while driving desire for Costco’s products, services, member value, and more. 

The Response:

The final product cut the excess and allows Costco’s inherent purpose to rise, empowering members to become America’s smartest shoppers on their journeys to an enriched life. The reimagined Connection has resulted in a 25% increase in readership from Millennials to Boomers.