Awake was brought in to help internally execute the brand strategy and visual direction established by Conflict Advertising. A major part of this internal design included Longo's in-house publication, EXPERIENCE Magazine – a quarterly in-store magazine promoting private label products through education and recipe development. Previously, the magazine's design was cluttered with content and generally felt lacklustre, especially within the category where strong design and compelling visuals are table stakes. We took the brand photography as a starting point and developed a completely new template and visual direction that allowed for a more contemporary overall impression and engaging storytelling and pagination.