Behind the Byway zine
Orkun Azap
Lucy: Hello, I'm Lucy, Creative Lead at Byway.
Harriet: And I'm Harriet, Content Lead at Byway.
Lucy: We're really excited to announce something we've been working on for the last two months.
Harriet: We've launched a magazine—our first diary-style magazine for Autumn/Winter 2025. It’s packed with a variety of content: stories from customers, expert insight from our team, travel features from journalists, interviews with train experts and enthusiasts, and all the scenic routes we think should be on people's lists this season. Plus, there are plenty of beautiful photos throughout.
What we're hoping is that this magazine will help people engage with the concept of “flight-free” travel. For many, it’s still quite a new idea—a significant mindset shift. That’s something we always try to educate and inspire through all our marketing efforts. By offering a long-form publication that people can really spend time with, we hope to give them context, show them what flight-free travel looks like, and share the magic behind it through stories and experiences.
We found that a large percentage of people who signed up hadn’t actually taken a trip yet. So this feels like a really exciting opportunity to connect with those who are interested but might need more context or confidence to take the leap. As more people share this magazine and it reaches new audiences, we hope it will inspire even more to try it.
There were a few reasons we decided to launch a magazine. It had been an idea in both of our heads for some time, and we'd had requests from customers for a printed brochure. But traditional glossy travel brochures didn’t feel like us as a brand. It felt like a natural next step, especially with us building out our newsletter and journal.
Lucy: Yeah, as long-form content, it’s really exciting. We have a lovely, engaged community of newsletter readers. Every Monday morning, my inbox is full of stories and replies. Our customer support and concierge teams also receive so many amazing travel stories. The magazine gives us a platform to showcase those stories in a way that feels truly “us.” It’s a way to bring our brand to life and tell stories.
It was also wonderful to work with travel journalists we’ve collaborated with before, like Diana Jarvis, who contributed a feature about travelling overland in Tunisia. And you also get to read interviews with people like Mark from Seat 61—exclusive content that feels fresh and special, something you won’t just find online.
Harriet: From the start, our roles were clear—I'll handle content and writing, and Lucy will focus on design. That worked really well. We sourced content with a flat plan and buckets of ideas, then worked with external contributors, including our own travel experts. Once the content was ready, Lucy brought it to life with design.
Lucy: I loved designing it. We started with a template full of placeholder text to get a feel for the layout. Then, once the real content was ready, I could slot it in. It was exciting to start with a blank canvas and see the magazine come to life. All the placeholder text replaced with our edited stories—it felt amazing.
Harriet: I also loved our early brainstorming sessions. We sat at a garden table on a hot day, mapping out ideas, customer feedback, and reader favourites. We had to balance long-form, in-depth stories with more practical content—like lists and travel tips for people travelling without flying. Everything we brainstormed made it into the magazine, which was really satisfying.
Lucy: When it came to printing, we made sure to be mindful of our B Corp values. We chose a printer known for sustainability, discussed recycled paper options, and went with 100% recycled paper, which feels great. We also offered print or digital options, so we only printed copies for people who requested them, reducing waste.
Harriet: Autumn and winter are perfect seasons to explore this way of travelling. This edition captures that transition beautifully, with inspiration from October through January. It highlights the best trips and key calendar events across Europe—all reachable without flying.
For this edition, we did a limited print run for those who signed up. If you missed out, there’s a digital version designed to feel as close to the printed version as possible, complete with paper-like sounds. The link is below—we’d love for you to read it, share it, and leave feedback to help us plan future editions.
Read the zine here.
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