—Azure, an international magazine covering architecture, design and interiors, came to us for strategy, market understanding, and some hands-on help. We undertook a deep study of their world, by extensively interviewing a broad cross-section of the people in it who should care about them, from advertisers to young designers to retailers. This led to a comprehensive suite of strategic recommendations designed to inform an editorial realignment and redesign, and ensure that the magazine remained relevant across all platforms for the next generation.