Independent Lifestyle rebrand and web design
Brief: Create a new identity for the Independent Lifestyle team to span both the serious and mature content as well as the lighter hearted content. Identity must incorporate brand values of intelligent, empowering and inclusive, whilst maintaining a solid connection to The Independent brand.
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Demographic: mid-30s professionals
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Solution: I developed a paired back brand identity, with a closer connection to the parent brand. I used a visual metaphor of ripples to reflect the empowering and widereaching aspects of the brand. I introduced two new shades of the ‘Indy’ red colour palette, a richer burgandy to show a mature side to the brand, and a soft pink for the lighter lifestyle content.
Editorial were concerned that a number of articles on the site weren't being read, or had a high bounce rate. They wanted to improve this number by reviewing the complexity of the section and simplifying it.
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I presented a refreshed design of the site, creating more space around each article by using fewer images to reduce clutter. I used the Lifestyle red sparingly in order to direct focus, and I utilised a more systematic approach to categorising the content to ensure a smoother user experience.
