ELLE.COM.AU

Elle magazine launches in Australia

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Ready, set, launch!

It's 2013, and Elle is a global super brand. Australia is totally in need of a women's magazine that's smart, sassy, useful and enjoys keeping it real. The site was launching ahead of the magazine, so the design and tone of the site was criticalBauer called me for some last minute help, and I designed the site from scratch in just a few weeks. The result is an edgy, fun, lighthearted design that hits a true balance between high end and mass market. There's fashion, of course, but also breaking trends, conversation editorial, timely news items and how-to advice.


CLIENT: BAUER MEDIA

 
 

ROLE

CREATIVE DIRECTION
DESIGN LEADERSHIP
PRODUCT DESIGN

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Bringing Elle to life

I was aiming for a sense of freshness and urgency, defining a new visual language for the brand in digital. The design breaks away from the rhythm of other publisher websites - staggering content, mixing graphic typography with playful micro interactions and animated gifs. The long, scrollling landing pages encourage lively exploration and carry the eye through snackable content and shuffling news. The result is a playful experience that increases engagement and continuous consumption.



 
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Storytelling tools

Customisable content modules create great variance in browsing and give the editorial team a chance to really articulate the story. Article pages and photo galleries address an array of consumption behaviors, from passive browsing, snacking on content, or delving deeper into a trend/idea.



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“I worked with Amber on three major site launches for Bauer Media’s premium portfolio. Her skills both in UX and design lead to the creation of market leading luxury brands in the digital space. Amber’s ability to translate brands into cutting edge products is outstanding and I hope to work with her again in the near future!”
— SARAH-BELLE MURPHY, HEAD OF DIGITAL PRODUCT