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HIAB · EDITORIAL CONTENT & PRINT PUBLISHING

HIAB: EDITORIAL CONTENT FOR GLOBAL PRINT MAGAZINE AND DIGITAL CHANNELS

As editorial lead, writer, and project manager at Spoon, I partnered with global load-handling leader Hiab from 2017 to 2018 to steer their corporate editorial output. Working closely with Hiab’s global marketing and communications team, I ran a monthly content desk to deliver steady, high-quality editorial content across digital and print channels. A key part of the assignment was refreshing and producing their flagship print publication, Hiability. I oversaw the entire magazine life cycle, from editorial planning, story commissioning, and international photoshoots to copywriting, visual layout, and final publication.

Role

Editorial Lead | Writer | Project Manager

Year

2017–2018

Execution context

Delivered via Spoon Finland, the creative & strategic communications agency

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WHERE WE STARTED

Working with a global industrial leader operating in over 100 markets came with four distinct content challenges:

  • Heavy machinery vs human stories

    Hiab manufactured world-class cranes and heavy equipment, but standard spec sheets and sales brochures failed to build emotional connections with operators and fleet owners.

  • Global audience across 100+ markets

    Reaching readers across Europe, North America, Asia-Pacific, and Latin America required stories with global appeal that still respected local operational realities.

  • Demand for consistent content

    Keeping regional sales teams and global clients engaged required a structured monthly content pipeline rather than scattered, ad-hoc updates.

  • Modernising an established print brand

    Flagship magazine Hiability needed a visual and narrative refresh to keep pace with rapid shifts toward automation, IoT, and electric equipment.

HOW I HELPED

I managed both the day-to-day editorial content desk and the end-to-end production of Hiability magazine:

  • Monthly editorial content desk

    Set up and ran a structured monthly production model alongside Hiab’s internal communications team, planning and delivering steady content across channels.

  • End-to-end magazine production

    Led the full publishing process for Hiability, from setting issue themes and flatplans to supervising visual design, layout, printing, and distribution.

  • Global commissioning & story direction

    Commissioned international journalists and photographers to capture authentic customer profiles, from Master Riggers in New York to timber drivers in Sweden.

  • Translating complex tech into clear narrative

    Wrote and edited accessible features on breakthrough industrial tech, including the HiVision VR crane control system, HiConnect fleet analytics, and electric equipment.