The Challenge

Getty Images was widely recognised for its vast image library, but not necessarily as a go-to source for contemporary and innovative visuals. We needed to shift perceptions and showcase Getty’s creative leadership as a driving force in visual culture.

The Solution

We launched Creative in Focus, a design-led, bi-annual magazine redefining branded print. With bold typography, striking photography, and immersive storytelling, it transformed consumer research into compelling visual narratives.

Distributed through personalised direct mail, the magazine reached key audiences, while an immersive launch event turned static pages into real-world conversations. A content hub extended its impact, seamlessly blending print with digital.

By combining creativity with strategy, Creative in Focus proved that print still has power in a digital-first world.