Prospecting / Editorial design
Xpert News.
Using a newspaper format to open a more useful conversation with prospective retail partners.
- My role
- Editorial design, campaign communication and prospecting presentation.
- Project
- Autumn/Winter 2026 prospecting tool
01 / THE BRIEF
Earn the first conversation.
A prospecting piece has to earn attention before it can explain an offer. Xpert News needed to introduce the seasonal range and the opportunity for a retail partner, while giving the reader more than a list of products.
02 / THE IDEA
Give the offer an editorial format.
Lead with the reader’s commercial context: bad weather can mean good business. The newspaper format creates space for products, people and stories, with a visible invitation to become an authorised retail partner.
03 / THE BUILD
Products, people and a practical next step.
The supplied 12-page Autumn/Winter edition combines a direct cover message with range features, trade information, an order section, customer stories and the team behind the account. QR and telephone routes give the reader clear ways to continue the conversation.
Large headlines, product cut-outs and editorial photography give the piece different reading speeds: quick entry points for scanning, alongside longer stories for readers who want more context.
04 / THE SCOPE
What went into it.
- 01
The prospecting proposition
Connected the seasonal product story to a clear retail-partner invitation and response route.
- 02
Editorial pacing
Balanced commercial pages with customer context and the people behind the business.
- 03
Information hierarchy
Organised headlines, product information, trade details and calls to action for quick scanning.
- 04
A coherent newspaper
Carried the visual system across the 12-page edition while varying the page formats to suit each story.
IN THE DETAIL
A closer look.
05 / THE RESULT
Where it stands.
A complete prospecting newspaper that brings the range, the business and the next conversation together.
Autumn/Winter 2026 edition. Artwork is shown as supplied; campaign claims are not presented as measured portfolio outcomes.
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