Ebony has been the standard-bearer brand for the African American market since 1945. The magazine was in dire need of a reinvention revolution. This was the brand the next generation knew only from the dusty coffee table tops of their family elders.
After implementing a successful print redesign, Ebony came to Code and Theory to take over 65 years in history and reinvent it to meet the expectation of a new generation of readers. Ebony wanted to inspire the African American today—the young parents, children, students, artists and entertainers of today—to re-engage with the brand. This required a rigorous redefinition of Ebony's publishing offerings. Code and Theory collaborated with Ebony editors to translate their print voice into an interactive experience.
The new Ebony digital experience transforms a bi-monthly print publication into a daily digital destination. It maximizes the publishing capabilities of a small but growing editorial team with an emphasis on curated content from around the web; it facilitates conversations on trending daily topics that are percolating around various social networks, and it integrates advertising opportunities into a seamless user experience.
All of the publishing innovations that make up the new Ebony.com are housed in a stunningly beautiful site. Code and Theory was inspired by the unparalleled beauty and significance of Ebony's historical imagery. The same energy and enthusiasm that made Ebony a standard-bearer in 1945 was rethought for the digital medium. The new Ebony.com reminds users that the creative force that has always fueled Ebony is alive and well and relevant as ever.
The new site layout and content features will re-establish Ebony as the leader in the African American market and give this historical brand a bright future.