evbmedia was approached to create the member magazine for the not-for-profit organisation Auckland Young Professionals in November 2008. The idea was to create a publication that represented the organisation to its members – covering both the social and business sides of life, appealing to those in the first 15 years of their career and presenting a credible face to potential sponsors.

We named it Fresh as a representation of the new ideas and processes that are coming through with the younger generation. The tone was to be informal and slightly irreverent, reminiscent of a grown-up university magazine. The content includes interviews with successful business people of various age groups, with an emphasis on showcasing people in the target age group who are doing great things; reviews; columns; news; and major features focused on issues that are of interest to members. Members are encouraged to submit their own content to create a type of interactive forum.