WHAT IS SHESAID?
SHESAID is a women's magazine website that is written by women to cater to women. From a vast range of categories to its vibrant personality, the site aims to give relative and genuine content to its readers.
"We know women because we are women. We are here to inform, inspire and empower... "
Problem statement
Before this project commenced, at the time, SHESAID was going through an identity crisis despite the fact that the site content was well-performing. Throughout the site, the tone of voice was wrong, the visual target was one-dimensional to the younger female demographic and therefore was mismatching to the motto of the brand; "Real women telling real stories".
ONE FOR ALL
AND ALL FOR ONE
What SHESAID needed was a rebranding that allowed the already popular content to be engaging for all female demographics, rather than targeting one a specific target audience. For that, SHESAID needed to cherish the beauty of women of all ages.
"SHE IS REAL, SHE IS STRONG, SHE IS INSPIRATIONAL"
BUT WHO IS "SHE"?
SHE IS A...
Millenial
"Being a part of the generation where social media helps curate an individual’s lifestyle, she is very conscious of the latest trends in fashion, beauty, lifestyle and technology. She is open for opinion pieces that help shape her persona and discover like-minded people around the world. "
The millennial demographic was the strongest suit of SHESAID as this was the long targeted audience of the e-magazine for a very long time. But SHESAID had other segments they needed to retarget as well. So as well as SHESAID was a millennial...
SHE IS A
Xennial
"Being a part of the generation where social media helps curate an individual’s lifestyle, she is very conscious of the latest trends in fashion, beauty, lifestyle and technology. She is open for opinion pieces that help shape her persona and discover like-minded people around the world. "
The millennial demographic was the strongest suit of SHESAID as this was the long targeted audience of the e-magazine for a very long time. But SHESAID had other segments they needed to retarget as well. So as well as SHESAID was a millennial...
SHE IS A...
Gen X
"A socially conscious individual who reads content on strong women, inspirational life stories, and opinions of people from all around the world. She wants to find an escape and try new things to excite her life and strive from the ordinary."
By focusing on a part of the demographic who enjoys maturity and uniqueness, it was foreseen that the branding would evolve into a maturer and more sophisticated look and feel as well as cater for a more luxurious look and feel. Through this demographic, the branding would become the "coffee table magazine" of e-magazines.
REBRANDING SOLUTIONS
The site needed to cater to all three demographic groups. For that, it needed to have the trendy look-and-feel of the Refinery29 and at the same time the sophistication of the NewYorker. The site's branding was changed from a hot pink colour to a neutral tone to ensure the images were shining.
The image guidelines were then changed from Thumbler-esque feel to a more photographic work like VSCO's.
The site's image-heavy UI was further supported with the neutral colour background I wanted to use. On top of that, segmenting the content with typographic work enhanced through two type-faces further supported the print look I wished to achieve.
The two typefaces were deliberately chosen as a Serif font -Garamond Pro- for titles, and a Sans Serif -Raleway- font for the body of copy to ensure legibility of the site was enhanced.
THE HOMEPAGE
