Craft Bakers Association.
A full magazine overhaul that strengthened member engagement.
The brief.
The Craft Bakers Association (CBA), the membership body for the UK baking industry, publishes Thirteen magazine four times a year. When we first saw a copy, it was clear the publication could work harder to engage members and reflect the strength of the sector – and we knew how to make it happen.
The strategy.
We pitched fresh ideas to the board, showing how stronger content and design could add real value for members. A full redesign followed – new fonts, templates and graphics gave Thirteen a sharper, more modern look. For every edition, we present content ideas, interview members and manage the process from first word to final page, creating stories that inform, inspire and showcase the industry.
The point.
Thirteen is now a magazine the CBA is proud to share. Members regularly give positive feedback, delighted to see their businesses and stories brought to life in print and online. The publication has become a genuine showcase for the sector, strengthening the value of membership and positioning the CBA as a more visible, more relevant voice for bakers across the UK.
Testimonial.
“The way Thirteen is written now actually captures our community, it captures what we’re about, it captures our association and what we do for our members. The feedback we have had from our members has been exceptional. Everybody loves the magazine.”
Karen Dear, CEO, Craft Bakers Association
