An awful lot of stuff is given away at trade shows. The classics are water bottles and tote bags. But we got to thinking ... those shows make for long days on your feet. When attendees eventually sit down for a coffee and a rest, either at the venue or on their way home, they'll typically sift through all the freebies they’ve picked up, so maybe we could give them something more interesting to read than a flyer or business card. 

 

Hence 'The Fold', an eight page newspaper that was kind of about pensions, but also about a lot of life stuff too. We included some classic newspaper staples like readers' letters and a crossword. The brilliant designer Alessandra Ellis brought it all to life. You can read it here.