As well as looking at the AccountAbility website and the overall brand, one of Ethical Media's tasks was to redesign the group's quarterly magazine.

As ever, we were looking for design tools and ideas that would demonstrate accountability in practice.

One of the ideas they had was to replace the traditional list of editorial staff and contributors with a true list of contributors -- one that would embrace every single stakeholder who had contributed to the magazine's production, in alphabetical order, all equally weighted.

This was designed as a clear, formal representation of the organisation's ethos in practise. But it became much more than that. While we wereringing around to find out the names of suppliers and printers, we ended up having a highly productive discussion with one supplier, who had never heard of social accountabilty before. He'd also never been credited on a magazine, although he'd worked on hundreds of them.