National Grid, Gridline
Creating a safer community of landowners
National Grid has to maintain strong communications with its 40,000 strong community of landowners – called grantors – whose land is crossed by its pylons and pipelines.
The audience also needs to be constantly reminded about safety as well as updated on emergency contact numbers, guidelines and features to avoid catastrophic gas explosions and high voltage incidents. Gaining access to grantors’ land is sometimes an issue for National Grid and can result in considerable cost.
Gridline magazine plays a central role in maintaining a positive relationship with and creating a sense of community among grantors.
It is a crucial to tracking changes in land ownership so grantors can receive the correct annual payments and their contact details are updated so engineers can access their land speedily in the event of emergency.
Strategy & Creation
Gridline brings news-stand values to a stakeholder publication with a broadsheet supplement blend of feature-led content alongside shorter news, regular editorial devices, community news, competitions and giveaways.
Quality is key to this publication and nowhere is this more evident than in the size, paper stock and design approach. High quality photography is a priority, with photoshoots and copy planned as part of a detailed creative process.
Photography combines people-focused portraiture and reportage with stunning landscape shots that bring the best of the UK countryside to life. Pages are clean and uncluttered and although Gridline has developed its own colour and font palette to position it as a lifestyle publication, the magazine carries subtle nods to National Grid’s brand identity.
The content is always people-focused. Even when there’s a strong business or safety message to convey, Gridline lets grantors or National Grid people tell their story to share important key messages in a subtle, non-corporate way.
The editorial tone of voice is sophisticated, intelligent and informative to match its educated and mature readership. Busy readers are given fact boxes to allow them to absorb key information quickly. Features also make good use of design devices such as exploded quotes, calls to action and signposts to find out more from the National Grid corporate site to add interest.
The editorial tone of voice is sophisticated, intelligent and informative to match its educated and mature readership.
Feedback carried out in 2016 showed that readers wanted to hear about people ‘like them’ as well as finding out more about National Grid, so the content has a strong focus on diversification and safety.
The content has to be interesting to anyone who might pick the magazine up on the train. We might have a feature on a grantor returning the nostalgic taste of liquorice to the nation’s palates alongside a collaborative project to upgrade overhead power lines involving National Grid and a third party provider… told by the people who led the work as well as the families who benefited.
Even business-focused features are written in an informal style, an interview with the CEO of National Grid about the future of UK energy once again highlighting just how seriously the company takes its responsibility for maintaining its relationship with landowners.
During the time we have worked together, Gridline has evolved into an increasingly attractive and engaging read, focusing on people-related profiles borne out of the enthusiasm and integrity of the team. I often receive compliments on its quality from both grantors and internal staff including National Grid’s CEO.
Dawn McCarroll, Communications Officer for National Grid
Grantors read all of the magazine
Grantors have a better understanding of National Grid
Audience feel part of the grantor community