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We worked with Daisy Prince to create a redesign for her website and newsletter for her luxury online magazine.
Daisy approached us to come up with a concept for her luxury magazine. The first step for us, as per our Discovery Phase was to understand fully the ideal reader of this magazine so that we could design backwards from the end user as opposed to just designing something for the sake of it.
Through conversations with the client, we understood that the ideal reader was college educated and well-travelled. The magazine would focus on high net-worth individuals with a love of culture and who would want to read about the latest in travel, fashion, books and interviews with influential people. Importantly the brand would be personality-driven, and therefore the site had to have an engaging tone of voice and the content within had to reflect this.
We began looking for design inspiration like we always do. This involved research and investigation into the leading brands that targeted this same demographic. We looked at how this demographic responded to the content and how they liked to consume it. We wanted to know what they did and did not like. Once we understood this, we began to design (our favourite part by the way).
With our ideal user in mind, we created an intuitive, minimalist and easy-to-use site that provided beautifully curated and engagingly written content quickly to the users. We removed as many barriers for the readers to access the content quickly by making sure the content was categorised easily and intuitively so readers could find the article they wanted in only a few clicks.
The newsletter was a big part of the project too since we needed to be able to deliver enough information within the newsletter to provide genuine value to the reader whilst also keeping it brief enough to engage and prompt them to go to the site to read the full article. We believe we found a good balance.
