Positivity Amidst a Pandemic

A rainbow has developed a whole new meaning over the last few months, and for that reason it takes prime position on the front cover of the spring edition of Emerald magazine.

Before team Lolly had to relocate and set up our home offices, the next edition of McCarthy & Stone’s homeowner magazine was well on its way to being complete. Packed full of lifestyle content, holiday destinations, places to visit and things to do this spring felt very appropriate at the time. But as with us all, very rapidly that changed – in particular for the audience who fall within the vulnerable category.

Despite the whole team working remotely from home, we all came together to make a quick turn around and adapt the near-finished magazine to more appropriate content which followed the government advice.

Each issue of the magazine is aimed to make McCarthy & Stone homeowners feel inclusive and part of their community. And this sense of community was significant at the time of writing, especially with so many worries about the unknown. Following the daily government announcements, we wrote new copy and designed different spreads to produce a positive, light-hearted, stay-at-home guide. It was filled to the brim with things to do at home to keep your mind bright and body active, from reading, podcast and film recommendations to ways to keep fit, technology to download, and the fascinating virtual tours of cultural destinations worldwide to explore from the comfort of your sofa.

Two wonderful homeowners shared their own incredible life stories, including John a D-Day Dodger, as per every issue, and there was a special feature dedicated to VE Day 75.

We were over the moon to hear it went down just as well with the homeowners as it did with the staff too. We have since been asked to create a smaller, 24-page sales-focused publication to be distributed to their prospective customers with a similar aim to make them feel part of the wider McCarthy & Stone community. The magazine entitled ‘Life’ was based on the design and tone of Emerald, and showcased the heart-warming community spirit of how their staff and homeowners have pulled together during this time – a message that is so prominent, now more than ever.

This spring edition is definitely one we will remember in the Studio. It’s a product of a pandemic – a collection of fantastic stories pulled together with hard work, determination and teamwork.

We will be treasuring a copy or two as a keepsake from our personal Covid-19 experience.