The Challenge

In the year 2016, India’s leading air compressor manufacturer, ELGi wanted us to design the 11th edition of their magazine, which is distributed annually to over 2500 ELGi clients around the world. They wanted the magazine to be an element that strengthens their ties with their clients in India and Overseas.

The goals: create a simpler, more integrated style with a friendly voice; deliver more robust and relevant information; with interesting elements that engage and entertain the readers. ELGi wanted to articulate a point of view that represented the power of its global network, covering the most prominent industries. The magazine needed to answer the question: What is the greater benefit ELGi provides to the world when it delivers services to thousands of satisfied customers.

The Solution

We initiated the design process with two lists – the to-do list and the not-to-do list. The To-do list focussed on finding common ground that is meaningful to ELGi customers, their communities, and their business objectives by strictly adhering to their brand guidelines.

We were determined not to use any element that would blur the brand’s image. With a goal to inform, entertain, and persuade the readers, we fulfilled the functional purpose of this magazine to represent the idea of a bunch of thematically related content put together as one package.

Since 2016, we have worked on the ELGi magazine annually, and it has been a tremendous success in enhancing the global image of Brand Elgi.

The ELGi magazine turned out to be a rich tapestry of stories, case studies, and content about innovation at ELGi.