Increasing digital engagement by 40% through structural redesign and clearer information hierarchy.
Spell Magazine
My role
Art Director & Information Designer
Focus
Audience Alignment, Content Architecture, Engagement
Challenge
Spell Magazine was not connecting effectively with its target audience of women aged 25 and over. The visual style felt overly decorative and youthful, which diluted the strength of the editorial content and contributed to lower digital engagement.
Strategy
I removed decorative clutter and introduced a high-contrast monochrome layout that allowed the content to take priority. I also built reusable templates for different story types and used analytics to inform design decisions, helping improve the reading experience over time.
Outcome
Digital reading time increased by 40%.
Modular templates improved consistency across issues.
The publication shifted from promotional to more editorial-led positioning.
