The context
Support an independent media outlet at every stage of its European launch
Founded in 2017, Koï has established itself as a leading media outlet on Asian cultures and communities in France, with 24 print issues, several awards, and a loyal community of readers.
In 2025, Koï launched a new chapter in its development with Koï Europe: an unprecedented special paper edition, bilingual French/English, dedicated to East and Southeast Asian cultures and communities across Europe. To support this editorial ambition and fund this special issue, Julie Hamaïde, founder of the magazine, brought in the Médianes team.
The challenge was to support the media outlet at every stage of the project, from defining the format and production choices, through printing and distribution, to designing and operationalizing the crowdfunding campaign.
Printing, distribution and manufacturing
Structure manufacturing and secure distribution
Before launching the funding campaign, Médianes supported Koï in reflecting on the editorial format and production choices for Koï Europe. This support began with benchmarking work and introductions to printers in France and several European countries. The objective: to identify solutions best suited to the project's editorial ambitions and financial constraints.
This work continued with the alignment of the print production schedule, in keeping with the presale campaign and the planned release date, as well as with the selection and briefing of a logistics provider responsible for storage, order fulfillment, and shipping of the new Koï Europe and back issues of Koï magazine.
Campaign strategy
Clarify positioning and set a strategic direction
Médianes supported the Koï team in defining the overall strategy for the pre-sale campaign, in a context marked by a central challenge of audience diversity. The campaign needed to address both the magazine's historical community, already familiar with the print format and long-time supporters, an audience acquired in recent years through social networks, and a brand new English-speaking European community, previously little or not at all reached by the media.
In this way, we co-created a strategic and editorial framework note aimed at formalizing the campaign's objectives, clarifying the target audiences, benefits, and establishing a common foundation of messages. This work made it possible to structure a discourse capable of bringing together audiences with different expectations while remaining true to Koï's DNA.
Consideration overview
Communication and editorial deployment
Launch an embodied and progressive campaign
Médianes contributed to developing key messages, communication angles and campaign sequencing, by structuring major milestones and affirming a clear positioning: making Koï Europe a unique, embodied and unifying editorial project dedicated to narratives of East and Southeast Asian diasporas in Europe.
Particular attention was paid to the tone of the campaign, designed to be accessible and positive, in order to reach different audiences while respecting the journeys and identities that make up the Koï community.
Financing page design and integration
Create a campaign page that reflects the magazine's identity
Médianes supported Koï in designing and creating a dedicated campaign page in French and English, aligned with the visual identity already defined for the magazine. We drew on the visual atmosphere of the new issue (flat color blocks, typefaces, overall minimalism) while adapting it for the web (clickable buttons, hover effects…) and adding campaign-specific elements (gradients, reward structure, FAQ). We also adapted the page for mobile screens, notably by adding a sticky footer box offering direct access to the rewards, which would otherwise be far down the page. This page, designed in French and English, presented the various rewards on offer.
The focus was placed on clarity, accessibility and consistency with the media's universe, in order to fully reflect Koï Europe's personality and highlight unique rewards.
Overview of the campaign page, with the pitch section on the left (text, images, callout boxes…) and the rewards on the right.
Mobile version preview, with the box at the bottom of the page linking to rewards. This element can be closed to give the full screen height back to reading.
A successful campaign and a new chapter
The campaign was a true success: Koï Europe reached over 500 pre-orders, opening a new chapter for the media.
Médianes followed the Koï team throughout the campaign, providing support and strategic advice during a crucial development phase, while letting the team guide its editorial choices and campaign direction.
About
Koï is an independent media outlet dedicated to Asian cultures and communities, founded in 2017. Through its investigations, portraits and cultural narratives, Koï tells the stories of Asian cultures and communities in France like nowhere else.
