LOVEMAG
DaWanda
Taking a digital community into print.
300,000 copies across DACH
A quarterly magazine developed from a free distribution test into retail availability and subscriptions. ICMA recognition for concept.
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Photographed LOVEMAG issues remain in place while their front covers change through different portrait photographs, seasonal colours and cover lines. The large LOVEMAG masthead and red Mit DIY-Extraheft banner recur across the sequence, showing the magazine’s recognisable cover system.
Hands turn through photographed LOVEMAG spreads about home interiors, colour, illustration and crafts, including a piñata project. The sequence then switches to laptop mockups of matching promotional graphics for gift ideas and a magazine competition, connecting the printed editorial design with digital campaign materials.
Seen from above on a pale blue table, hands open and turn through LOVEMAG issue nine. Fashion, craft projects, a numbered advent-calendar spread and other editorial pages pass by as small props appear around the magazine. Confetti fills the tabletop before the magazine closes on its portrait cover.
Bringing the DaWanda community into print
LOVEMAG turned DaWanda’s world of makers into a publication people could spend time with and keep. Each quarterly issue brought together tutorials, product themes, background on DIY topics and interviews with creative people and designers.
The magazine connected the marketplace with a wider editorial experience.
“For DaWanda LoveMag, she gave me careful guidance and a clear understanding of the magazine, while allowing me the freedom I needed to contribute constructively.”
Creating and producing LOVEMAG in house
As DaWanda’s Creative Director, Kerstin Ludwig led LOVEMAG’s in-house creative development and production. The team created and produced the magazine, with integrated campaigns supporting each issue.
Editorial content with practical value
Around 100 pages of content combined inspiration with practical use. Sewing patterns, printables and seasonal extras gave readers something to make or try. The team planned and curated the content, defined the look and feel, conducted photo shoots and produced the issues.
Over time, the editorial focus moved from product promotion towards recognition and loyalty through DIY content. The publication expressed the same maker-led character as the marketplace while offering a different kind of experience.
Campaigns and promotional assets connected print with DaWanda’s digital channels. The wider publishing work also included seasonal press books and DIY books developed with publishing houses.
From a distribution test to retail and subscriptions
LOVEMAG began with a free distribution test through Gruner + Jahr. Following that phase, the advertising-funded publication became available in stores across Germany, Austria and Switzerland, and later by subscription. The circulation reached 300,000 copies.
LOVEMAG received an ICMA award for concept. Its development from a test publication into DACH distribution and subscriptions shows the scale of the work. The team could take an editorial idea through content creation, production and promotion on a recurring basis.
For DaWanda, the result was an additional way to participate in the community’s creative life. For the team, it was a substantial publishing capability built inside the business.
Capabilities
- Editorial strategy
- Concept and art direction
- Content creation
- Production operations
- Campaign integration
