Bustle Digital Group

Fatherly: From Dude to Dad

1

Background

Becoming a father can be disorienting, full of upended daily rituals and new priorities. Fatherly aims to support dads as they ride through the joys and pains of fatherhood, dispensing parenting advice while also being a source of inspiration for living their fullest, best lives.

2

Strategy

Fatherly’s new site design presents a sophisticated and sensitive redefinition of masculinity. Building on a minimalist editorial core, it features imagery that is at once aspirationally cool and emotionally aware - heightening the core belief that the new definition of fatherhood is inclusive of adventure-seeking in the wild and being present and involved at home.

3

Execution

Using Code and Theory’s highly extensible card system, Fatherly helps dads explore a variety of lifestyle goals, tuned for the realities and demands of parenthood. A helpful accordion arranges featured stories by content area and helps discovery across fitness, travel, food, financial health, and - much needed for tough dad days - humor.

Fatherly 4 1986
Fatherly 5 1991

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Partnering with some of the world's largest companies to fuel their business-to-business expansion.

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Recognition

  • Code and Theory

    Webby Awards

    2022 Best Magazine – Websites and Mobile Sites
  • Code and Theory

    W3 Awards

    2021 Best in Show General Websites-Associations
  • Code and Theory

    Ad Age

    2020 Agency A-List

All Work

 2023

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