Project completed
In house, Pacific Magazines.
Outcomes
Digital reach grew to almost 1.7 million.
Digital revenue grew 26% to $16.8 million.
Social media footprint grew to exceed 3.5 million individuals.
Target
Grow Pacific Magazine’s digital strategy and diversify away from traditional publishing by launching online magazine presence within Seven West Media.
Design Process
This was a fun design challenge to balance brand and tech stakeholders as the same template was applied to all Pacific Magazine's assets.
I started by looking at the last few editions of the magazine and identified any consistent use of colour, typography style, and tone of voice. If any brand guidelines existed, I also reviewed those to see if they contrasted with branding used in print.
Any online presence from yahoo was carefully disregarded, as these were seen to be outdated and lacking brand management.
I selected primary, secondary and tertiary colours from the magazine then defined complimentary neutral colours to establish a working palette. From here I chose typefaces that embodied the brand tone of voice but also were screen friendly. After dropping the logo in, I customised the content and advertising in the template and set up internal reviews.
Initial reviews were with the product manager and brand manager to ensure I had captured the essence of the brand. Secondary reviews were with developers to ensure the theme was achievable.
We worked in squads with developers to ensure our designs were implemented to a high standard.
