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The goal was to create a credible, journalistic product informing the new, expanded target audience (general public, opinion makers – including journalists and politicians, customers, energy experts, employees and residents near Vattenfall projects) about the general energy universe and Vattenfall’s place in it. In close cooperation with Vattenfall’s editorial team, muehlhausmoers developed a magazine concept that matches the new communication strategy. In conjunction with the relaunch of the magazine, a website was conceptualized and developed to serve as an additional platform for communication.