The Rationale

Broad is the premier publication dedicated to the life, style and beauty needs of mature Australian women, and was established to help change dated and inaccurate perceptions of ageing, and inspire women to embrace their unique style by consistently delivering a quality, language-neutral periodical where age is no barrier.

Women aged fifty plus are tired of the way brands communicate with them, feeling either patronised or completely ignored. There’s been a cultural shift in how we view ageing yet this narrative is not being reflected in the mainstream, or by retailers. Broad was created to not only speak to these women, but build a community around the shared experience of ageing and the opportunities it can present ⁠— be it a change of career, ending a tired relationship, or a complete style reinvention.

Broad was built around the women it represents, from the custom logotype, to the visual language, photography style and magazine layout. Broad exists as both a printed and digital magazine distributed via our own Shopify store.