Each month, a new issue of enRoute appears in your seatback pocket on every Air Canada flight you take. This month, you’ll notice we’ve changed – with a list of fresh contributors, new sections, bold typefaces, a new grid, a rich paper stock and more photography than ever before. For the past six months, the enRoute team has been reimagining what an inflight publication can be. enRoute is no longer just the magazine you read at 30,000 feet – it’s a hub for new ideas and voices. It’s a community that lives in print and online. Digital editor Stephanie Mercier Voyer sat down with editor-in-chief Jody Sugrue and art director Stefanie Sosiak to talk about the process and the ideas behind the enRoute redesign.
Stephanie Mercier Voyer Can you talk me through the reasoning behind the redesign? What did you feel wasn’t quite working and needed updating?
Stefanie Sosiak The magazine and the website hadn’t been updated in years. We wanted to find new ways to tell stories and reach a more travel- and content-savvy audience.
Jody Sugrue The old website didn’t allow us to create the kind of multimedia storytelling we wanted. We also wanted to make it easy for readers to find the type of content they were looking for. Air Canada was keen to update the brand, and we were excited to get the opportunity to build on the success of the magazine.
SMV How would you describe the artistic direction of the new enRoute?
SS Minimalist and visually conscious.
SMV What were some of the main considerations you and the rest of the team were thinking about behind the scenes?
JS One of our main goals was to continue raising the standards of what an inflight magazine is. We didn’t just want to make a better inflight magazine – we wanted to make a great magazine that can live anywhere.