Hubert Burda Media
freundin, a German women’s magazine, got a spin-off for men: freund. And we produced it as an external editorial innovation and development team for Hubert Burda Media.
Men as human beings
About a man’s lifetime after freundin first appeared, Germany’s most successful women’s magazine got a spin-off: a magazine for men. We developed freund for Hubert Burda Media and took on the editorial and art direction work for the zero issue.
Contrary to what many classic men’s magazines suggest, human beings with testicles are not only interested in watches and people with wombs. That’s why freund took a broader view of masculinity, telling stories about gravel biking in winter, friendship, closeness – and how sexy thoughtfulness can be. A magazine that takes men seriously by not reducing them to clichés.
| Client | Hubert Burda Media |
|---|---|
| Period | 2021 |
| Category | |
| Services provided | Magazine development, editing and art direction work |
| Good to know | The average life expectancy of German men born in 2020 was 78.5 years – and still five years less than that of women. |