C+A magazine is the flagship magazine of Cement Concrete & Aggregates Australia, the industry body representing the concrete construction industry in Australia. C+A publishes in detail examples of concrete architecture in Australia and internationally, to promote the possibilities of concrete as a material of choice in architecture. Each project published is documented extensively using words, photographs, plans, elevations and, where appropriate, early conceptual sketches. The content, format, image, tone of voice, spirit, integrity and consistency in expression are the essence of this highly respected magazine. It is in itself a brand that resonates with the target audience, triggering all the right responses. If the masthead is concealed from the viewer the magazine remains highly identifiable, but never gives way to repetition. Without publicity the readership has expanded to embrace an international audience. The magazine has captured the imagination of high profile architects world-wide who typically approach the editor seeking the publication of their work. So far, 25 issues have been published. 21, 22 and 24 have been submitted for this award.