SCMP rebrands flagship Style publication with new typeface and brand direction

The South China Morning Post (SCMP) has rebranded its flagship Style publication by adding a bit of a new typeface and reiterating the vision of the brand, presenting the all-new Style by SCMP. 

Style by SCMP hails the advent of an inclusive luxury experience that values knowledge, access and connectivity, a dynamic perspective that moves away from purely symbolic representations of exclusivity and wealth, marking a new era of SCMP’s role in the conversation on discerning and intelligent luxury.

The revamped Style by SCMP weaves responsible luxury, entrepreneurship, innovation, women leadership, wellness and philanthropy topics into its coverage on latest trends in fashion, watches and jewellery, according to the release.  

In terms of the new publication name, the slanted letter "l" is evocative of the slash (/), which is prevalent across the creative community, according to Vincenzo La Torre, chief editor, Style by SCMP, South China Morning Post. "This places the brand’s stake in a multi-hyphenate-driven milieu, and highlights the versatility of roles and viewpoints which make up today’s luxury market.” 

Style by SCMP publishes 10 issues per year and is distributed with the South China Morning Post, counting luxury hotels, hair salons, wellness spas and airport lounges amongst its key distribution locations.

“The South China Morning Post is dedicated to nurturing communities that bring together brands and influencers who are united by their pursuit of knowledge, wellbeing, betterment and fulfilment, where the affluent and influential can be the heroes and heroines of their own stories,” added Kevin Huang, chief operating officer, South China Morning Post.

MARKETING-INTERACTIVE has reached out to SCMP for additional information. 

Don't miss: SCMP unveils 'Stories' feature for 'snackable' content

Back in August last year, SCMP has launched “Stories”, a snackable format of editorial content that serves to offer its advertisers a premium and high impact experience.

According to the press release, “Stories” builds upon SCMP advertising’s strapline of “Content that Connects”, which was launched in the previous quarter of the year, and is a demonstration of its pledge to deliver quality editorial and commercial content fueled by the storytelling creativity of our consummate editorial team.

Related articles:

SCMP Hearst names Sophia Yu as managing director as Josephine Chan steps down
Carousell's HK managing director departs to join SCMP as COO