And suddenly, big is better

WKND just got a new, bigger avatar

When we decided WKND will have a new, bigger avatar, it was a bit of a task to figure out what we could do differently to not change the basic, much-loved DNA of the publication. After a series of brainstorming sessions, the verdict was reached: retain the brand proposition, but make it smarter, newsier, more informative, and cater to a mindset that believes in packing a punch. This is the Internet generation; the climate of social media is upon us. Differentiation, even in longform, has to be key. Whether we agree or not, there has to be instant gratification and more visual impact. The broader narrative remains the same, but the chapters have changed in their look, appeal and pick-me-up quotient.
I don't want to give away too much of what awaits you in the first edition of the relaunched WKND, except that we get you going with a cover feature on athleisure: on trend, in style, and very much a talking point. In an attempt to give you more bang for the proverbial buck, there have been a host of new pages introduced to break the clutter of predictability. There's more engagement, more value you can use. Prepare to be (pleasantly) surprised but not alarmed. We'd love to hear from you about your impressions and what you think, so do write in!
Finally, it's a bit of an odd beat - but it could be a good idea to start reading WKND back to front this weekend. Last Word sums up the journey of this magazine that's
been through reinventions, but never disruptions, and traces its history from way back in the 1980s.
It's come a long way. It's been through the best of times, emerging stronger, in tune with the lives we lead, and the attitudes we reflect in the fast-changing era of globalisation.
Enjoy reading WKND, and have a great weekend.