Increasing digital engagement by 40% through structural redesign and information hierarchy.
Spell Magazine
My role
Art Director & Information Designer
Focus
Audience Alignment, Content Architecture, Engagement
Challenge
Spell Magazine struggled to engage its target audience — women 25+. The design felt visually loud and juvenile, undermining high-quality editorial content and resulting in low engagement.
Strategy
Removed decorative clutter and introduced a high-contrast, near-monochrome layout to let content lead. Built reusable templates for different story types and used analytics to guide design decisions and improve engagement.
Outcome
Engagement: Average digital reading time increased by 40%.
Scalability: Modular templates ensured consistency across issues - and are still in use today.
Positioning: Shifted from promotional to editorial-led publication.
