Living Melbourne was an existing promotional lifestyle flyer, produced for Melbourne Central–one of Melbourne’s largest shopping centres. In response to the lack of interaction and engagement with customers, the publication was re-launched in a more substantial format with a revised approach to content and design. Featuring editorial and culturally relevant content, Living Melbourne became a platform that enabled meaningful conversations with customers. Having developed the strategy and content plan, as well as the look and feel of the physical publication, I was also heavily involved in product ideation, strategy, content creation – including interviews and photography – through to project management, creative direction, print and delivery. Living Melbourne was produced on 110gsm uncoated stock to reflect Melbourne’s urban culture. Printed web offset, the economical production meant distribution could reach up to 80,000 copies per quarter.