Cloud magazine for ACS

Dialogue has delivered a bigger, better and stunningly redesigned brand magazine to delight the discerning customers of its longstanding client, Air Charter Service (ACS).

Air Charter Service is an organisation of world-renowned experts in the global aviation charter sector and their customers are one of the most prestigious UHNW audiences that can be imagined. Their passengers routinely include heads of state, captains of industry and the stars of sport, music and film and their network of experts based all over the world arrange tens of thousands of flights every year.  

Background to ACS brand magazine Cloud

Launched in 2014, brand magazine Cloud’s purpose is to meet the very high expectations of this unique audience and help strengthen the relationship between Air Charter Service and its valued customers. 

A jewel in Dialogue’s portfolio, Air Charter Service is one of a number of brands with print magazines and Cloud has delivered compelling content that is designed to excite, entertain, intrigue and amuse on subjects as diverse as custom guitars, sustainable fashion, experimental genetics, underwater sculptures, classic cars, vintage records, whimsical micro-nations, whiskey blending and iconic portrait photography.


As Dialogue’s relationship with the client and our understanding of this audience have grown and evolved, so too have our aspirations for the title.

In 2019, we began a project to reimagine the magazine and significantly upgrade it. While the original 52-page magazine was a winning formula, we felt that its small size meant interesting parts of fascinating stories were sometimes left untold and that stunning imagery deserved more space to truly do it justice. Furthermore, we felt the time had come to expand the Inside ACS section dedicated to bringing the client’s news directly to the audience and raise it to a new level.

To that end, the Cloud team at Dialogue looked to provide fresh perspectives and energy, reimagined a larger 68-page magazine on new stock and worked closely with the client to bring the project to life.

The result is a revitalised magazine that is able to deliver amazing and stylish content to today’s luxury audience and one that confidently communicates the ethos of quality, professionalism and a dedication to delivering above and beyond expectations that Dialogue and Air Charter Service both share.

Brand magazine content

This first issue of the new design delivers even more of what made Cloud a great title. Its features include editor James Day’s aquatic adventures as he became a licensed powerboat operator, an entertaining look at the surge in popularity of heraldry, a glimpse behind the scenes at a company pioneering a 21st century renaissance for classical music, a meditation on the Harrington jacket’s place in fashion, an appreciation of a reborn 1920s supercar and much more.

Meanwhile, in the upgraded Inside ACS section, the reader is now invited to dream of unforgettable destinations, learn more about how Air Charter Service rose from humble beginnings to become the international operation it is today and find out more about how the company came to the rescue of people’s pets during the COVID-19 pandemic. These are just the first examples of a new approach to content in the Inside ACS section, which is now twice the size it was before, and we intend to build on this success in future issues.

We also worked with high profile advertisers in this relaunch issue which included well-known names such as Graff, Burgess, Soneva, The Chedi Muscat, One & Only Kea Island, One Sandy Lane, Mandarin Oriental Canouan, Royal Palm Residences, W Algarve The Residences, Indian Ocean, Kingsmen Editions, Kanahura Maldives, Dusit Thani Maldives and Basis Audio.

Editor James Day said: "Cloud’s redesign is the culmination of 18 months of hard work from presenting the original concept to the client to the incredible final product. It's a true team effort that showcases the very best of Dialogue’s diverse talent, and I feel immensely privileged to have had the opportunity to help lead its editorial direction." 

Art Director Rich Berry added: "Cloud is a beloved title in the Dialogue portfolio and one with a team that is very close to the project, so it has been no mean feat for them to reinvigorate the title with fresh thinking and designs. By bringing in a different approach to the creative challenge and increasing the size of the team, we've been agile and creative to deliver a title that not only hit all the deliverables that we promised the client, but which went above and beyond their expectations."

Speaking for Air Charter Service, a delighted Head of Global Marketing Mark Moloney said:

“I thought it was going to be good, but it’s absolutely brilliant!”

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