A Fresh New Look for Vogue.com
1
The Background
In the ever-changing digital landscape, it was time for a fresh, new look for Vogue.com.
Just a few years after its last redesign, the world’s most influential fashion magazine was ready to take its digital experience to the next level, by creating a more responsive, real-time experience for its legion of devoted readers.
Building upon the success of the previous redesign, Vogue approached Code and Theory once again. The challenges this time around were new: Not only did the new Vogue.com have to support a much higher volume of content and a greater focus on news, it also had to remain directional and sophisticated while growing its audience beyond its core group of Vogue fans.
Workflow was also critical, as one of the goals was to give the Vogue.com team near-limitless creative freedom to better respond to user and advertiser needs, wherever they were. This meant implementing a flexible platform that could adjust to Vogue.com's changing needs. Platform flexibility was simultaneously prioritized, as one of the goals was to give their team near-limitless creative freedom to better respond to user and advertiser needs, wherever they were. Developing the site with Wordpress allowed for this flexibility while also tying into the larger Condé Nast vision.
2
The Design
Stylized for Fashion Lovers
Repositioning Vogue.com as a place for fashion lovers to have a daily or many times per day experience around their passion meant bringing the elegance of a fashion brand to the experience paradigms of a news platform. Our curated design system reflects that delicate balance.
An Integrative Content Platform
Condé Nast’s vision for sustaining all their brands under a unified platform led us to develop the site using WordPress. Their content required custom templates within Wordpress for fashion shows and fashion week coverage that needed to be flexible to accommodate the fast-paced nature of fashion content. The result was a fast performing site across every viewport, with a vast archive of beautiful content.
Authentic Design Through The Vogue Lens
The new look and feel had to be unmistakably Vogue, but also convey a sense of freshness and urgency that readers have come to expect from all publisher websites.Creative Directors from both sides were paired up and worked side-by-side, designing in real time to define a new visual language for the brand in digital.
Full-screen Immersive Experiences
The design system we created reflects the balance between helping users move easily through the site and arresting them with stunning imagery and immersive full-screen experiences around original fashion editorial and runway show galleries.
3
The Results
The redesigned vogue.com brings a new speed and freshness to the Vogue experience in digital. The results have been spectacular.
600% increase in traffic YOY
65% traffic rose within 3 months
1200% increase in loyal visitors
400% increase in monetization
+17,000 articles and galleries migrated into the new platform
Increased collaboration between Vogue staffers and industry experts, models and cultural icons
Overall, we delivered a smarter, lighter, faster and more vibrant site that offers more for every kind of Vogue.com reader.
