An audience in evolution.
The Brick, one of Canada’s largest retailers, has a history of highly promotional marketing. But in recent years, both the brand and the audience have evolved and grown. Just offering a better price isn’t enough; consumers are looking for something more. Plus, their target audience is changing - shifting to busy women with little time to make decor decisions. With this news, The Brick asked Starburst to help demystify decorating by creating an informative in-store publication.
Make it a magazine.
To add value to a traditional catalogue, we included helpful advice and insights from professional decorators. That way, the publication gained longevity because shoppers now had a use for it after the deals had ended. Featuring interviews with interior decorators, showcasing individual rooms and highlighting chic products, The Brick Home is a modern guide to living in style.
Process makes it perfect.
A team effort.
We engaged former Avenue Edmonton editor Tara Blasco-Raj who provided editorial and content direction, and other valuable insight. Each issue was developed with the help of The Brick’s buyers, ensuring everything was on trend. Together, we determined which rooms and decorative elements to focus on and started putting the publication together.
The Brick Home was a hit. Customers were excited to learn about how to put entire looks together and apply these tips in their own homes. But the best result was when people started calling their local Brick store to ask about their favourite products featured in the magazine.