citizenM – online magazine
At the crossroads between media and the hotel business, citizenMag is an innovative online lifestyle magazine that resonates with the brands, subjects and worlds of the “citizens mobile”. The New Verbalizers was asked to develop the concept further together with citizenM and Formlab. Starting question: what is the value of an online magazine for a hotel like citizenM? How does it fit in its strategy? What kind of subjects are typically citizenM?
Ellen wrote the citizenMag Brand Book, and curated and wrote the first three editions in the witty tone of voice, including one-liners and the manifesto. After that, she connected with various editors/bloggers to edit issue 4 and 5. After 5 issues, the concept was ready to be handed over to the new curator Sabine de Witte of Blancotekst.
