There is nothing more exciting than meeting a new client, fresh with enthusiasm and ideas, and being given a new brief to sink our teeth into.
That’s exactly what happened when we met with the team at Home Grown, a new, private members’ club in London with an entrepreneurial twist, that helps businesses scale up and evolve into unicorn enterprises.
The Club has been created by renowned members’ club Home House and boasts a dynamic membership comprising a diverse community of high-growth entrepreneurs, investors, business leaders and service providers.
The brief was to produce a monthly ‘newspaper with edge’, widely available for members to read around the Club.
The newspaper must be an informed, intelligent read adding real value to members as they seek to grow their businesses and showcase the Club’s values and quirky personality.
Such an important element in giving a publication its personality is its name. With a whole host of business-related content, the easy route would have been a non-descript and very vanilla moniker that fitted. All very stiff, suited and corporate.
Then along came Cedric
, walking in with his case and top hat and it immediately felt right. There’s a clear and neat link to Home Grown - Cedric is the name of the alligator used in their logo - but more importantly, the name oozes personality and spirit.
is a lively, engaging read which takes in business, lifestyle, technology and wellness. With a focus on the entrepreneurs and businesspeople who make up the club’s membership, it offers a mix of features, columns and shorter pieces, along with listings for the events the club puts on. Readers can dip into it for half a minute or half an hour.
Bold typography, strong colours, white space all convey a confident, intelligent publication that feels at home with its surroundings and its reader.
We want Cedric
to be the first thing members pick up when they sit down.
The first issue was delivered in time for the Club’s launch earlier this month and features interviews with Hotel Inspector, Alex Polizzi, interior designer Kelly Hoppen MBE and Kathyrn Sargent – the first female master tailor to open on Savile Row. Plus, as the finance sector becomes the latest industry to turn their backs on the suit, the cover story asked what this says about the way we now work – as well as what we wear to work.
For more information on Home Grown visit homegrownclub.co.uk