I refreshed the 90-plus-year-old legacy brand for growth and profit in a shrinking market while maintaining subscription rates and increasing newsstand sales.

The brief was to create “Destination Celebration.” I wanted to keep the vibe cheap and cheerful. Approachable and emotive. Easy and attainable.

For the logo we dug into the archives and found an all lowercase serif variation used briefly in the 1950s. From there we redrew the characters to feel more modern and round yet playful. The logo was intended to be altered to hold elements and design reflective of the season.

After researching and testing variations of concepts on the covers, I settled on and implemented a unique cover strategy establishing Woman’s Day as the number-one-selling monthly magazine on newsstands since 2016.

Cover strategy
Creative direction
Creative concept
Editorial planning
On set art direction
Logo design
Typography


Photographers: Mike Garten, Con Poulos, Steve Giralt, Romulo Yanes
Craft and Prop Stylists: Alex Mata, Lis Engelhart, Matthew Gleason, Ashley Toth, Megan Hedgpeth, Marcie McGoldrick, Karin Olsen
Food Stylists: Karen Tack, Anna Helm Baxter, Simon Andrews, Christine Albano