Project:Revitalising a Classic: Transforming the TR Register Brand and Magazine
Disciplines:
• Brand development
• Graphic design
• Magazine design
• Website design
The TR Register is a vibrant community for owners and enthusiasts of Triumph TR cars. Attracting and retaining members is essential to its ongoing success, and serving their interests remains at the heart of everything the club does.
The problem
In 2001, the Club’s General Manager recognised the need to refresh the club’s image to appeal to a broader, more diverse audience. Updating communication tools—including the magazine, website, stationery, advertising, and PR—was central to this vision. The club magazine, TR Action, published eight times a year, served as the primary channel for keeping members informed and engaged. At the time, an editor assembled the magazine and printed it externally, with a proud tradition of being 'by members, for members.' However, to attract new and younger members—and to keep the club thriving—the magazine needed to evolve. Despite featuring interesting content, it lacked sufficient contributions and advertising, and its design felt dated and uninspiring.
Bate Brand were brought in with a brief to update the magazine's look and feel, with the objectives of improving the magazine offering to members, increasing the value of their membership, and attracting more advertisers.
Read about the outcome…
“We realised we had to change, a move that would require taking on a professional design agency who would respond to the Editor’s brief and lay out the pages in new and innovative ways; after going out to tender, a small local agency called Bate Brand were employed.”
Bate Brand saw an opportunity to do more than just refresh the magazine’s appearance. By introducing vibrant colours and dynamic layouts, we aimed to inspire members to contribute articles and photos, while also making the publication more attractive to advertisers. A magazine that truly embodied the spirit of 'TR Action' would foster pride among members, strengthen community connections, and enhance the club’s overall visibility. We also understood the importance of evolving the design gradually, respecting the views of long-standing members who valued the club’s traditions.
We created a mock-up featuring dynamic colours, engaging layouts, and a fresh cover design. We also recommended a subtle update to the magazine’s logotype to gently modernise its visual identity.
Members' response was overwhelmingly positive, allowing Bate Brand to continue designing the magazine. As members embraced the updates, we gradually introduced further enhancements, making each issue even more engaging and visually appealing.
To ensure a cohesive brand experience, we recommended integrating a new website with the magazine, allowing both platforms to reinforce each other and communicate the club’s values consistently. Bate Brand designed and launched the Register’s new website, further strengthening its communications.
Outcome
The impact was immediate and significant.
Members became highly engaged, eagerly anticipating each new issue and regularly contacting the office to ask about publication dates. The limited number of annual issues even led to confusion and disappointment—clear signs of the magazine’s renewed popularity!
Contributions from members increased so much that the magazine expanded to 88 or even 96 pages twice a year to accommodate all the excellent material. This was a remarkable turnaround from the earlier challenge of sourcing enough content—an issue that had plagued the publication before its redesign.
Advertising revenue also grew, with Bate Brand supporting advertisers in updating their ads to match the magazine’s fresh style and maximize audience interest.
Expanding the Community: From “TR Owners” to “TR Owners and Enthusiasts”
One of the most significant strategic brand decisions I led for the TR Register was evolving their strapline from “TR Owners” to “TR Owners and Enthusiasts.” This subtle yet powerful change opened the club’s doors to a much broader audience, welcoming not only TR owners but also people passionate about the marque and classic cars in general.
By making the club more inclusive, we fostered a sense of belonging among potential members who previously felt excluded. This move helped the TR Register attract new faces, boost engagement, and build a stronger, more vibrant community—all through a single, well-considered adjustment to the brand message.
Our commitment to design excellence and impactful communication has been recognised with several industry accolades. Below are some of the awards that highlight the success and innovation of our work with the TR Register.
Awards
Best Website Award from Classic and Sportscar magazine, 2009
Club of the Year Award from Classic and Sportscar magazine, 2010
Best Print Magazine at the National Car Club awards, 2016
National Car Club Award for Outstanding Website Design of the Year, 2017. The bespoke website features a custom-built content management system, forum, member login area, and much more.
Today
After fifteen rewarding years working with the TR Register, it felt like the perfect moment to hand the reins to a new generation. Our collaboration delivered lasting improvements and set a strong foundation for the club’s continued success. As Bate Brand stepped aside, I was proud to leave behind a vibrant, modern brand—and proud that the Bate team consistently delivered fresh ideas and energy that helped drive the club forward. Now we look forward to their next chapter.
“I knew when I met Nicky Bate that she had a huge passion for helping me make the magazine the best it could be. Her appointment and the switch to full colour in November 2003… really launched TR Action forward way above the rest of the competition.”
“I must thank the whole team at Bate Brand who put together the fantastic page layouts and graphic design – without their creativity behind the scenes, TR Action would not look as vibrant as it now does.”
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