Proman – a men’s glossy magazine about success stories of outstanding Ukrainians. In five years of existence, the business grew from a startup to a stable product, gaining recognition among the target audience.
With the advent of digitalization, print media began to lose their relevance.
The publication’s team approached us with the task of implementing a transition from offline to online format. Conducting market research of Ukrainian print and internet media, we understood that the project needed a comprehensive approach to business scaling – developing a new strategy, positioning, and design.
Our strategy was to attract the attention of business owners and top managers to a more global issue – sustainable development goals. Therefore, we developed a new positioning that sounded like “a publication about business and innovation”, and the mission – “to help Ukrainians build a sustainable business for the future.” To move away from the previous association with the brand as a luxury glossy magazine, we developed a new logo and brand book.
Our tactic was to attract all thought leaders in the business industry to the internet resource. We launched our Business Speaker Awards and became the first to recognize leaders in Ukrainian business content. Within a month of online voting, we received over 1 million visits to the landing page. In less than a year, we reached a mark of 200,000 website visitors per month, and the publication clearly occupied its niche in the market. As a result, in 2020, Proman became the first Ukrainian publication to join the UN Global Compact organization.
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