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Pop Matters

Category:
Creative Direction, Design, Identity 

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PopMatters is an online digest of media, culture, and commentary founded in 1993. In 2014, owners Sarah and Karen approached me with the opportunity to breath new life into the visual brand and online experience.

Our goal was to leverage design to improve ad performance, site engagement, mobile experience and mesh tightly with social media. The new visual brand and responsive website exceeded expectations on all fronts and helped bring in new advertisers including Vice, Vimeo, and Apple.

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Updating a brand with a 20-year history meant creating a brand mark that spoke to new audiences while feeling intuitive to existing users. The signature orange color was identified early on as a key emotional touchpoint. I designed a new brand mark and series of lockups to represent PopMatters identity as a contemporary brand. The new brand package included print materials, e‑books and other collateral.