PRWeek, the leading PR publication in the communication industry hadn’t had a major overhaul in 30 years. They wanted to refresh their brand to reflect the fact they were still modern and current, surfacing intelligent long form content by industry legends, as well as up to the minute breaking news from the industry.
‘PRWeek is the key source of information for people who work in public relations and communications. The way our readers consume information has been transformed in the past ten years and we will ensure that PRWeek’s essential mix of news, views and in-depth knowledge is available to them wherever, whenever and however they want it.’
George Buckingham, Group publishing director.
Due to tight deadlines, I had to work in parallel with the Creative Director, who was responsible for the rebrand of PRWeek as a whole. Using, and adapting his design elements in order to create a fresher, cleaner more consistent brand online and offline.
With an ever changing digital publishing landscape, it was of paramount importance to understand the business, its goals, its audience, and the future of the industry. Special consideration had to be made regarding the majority of the content on PRWeek.com being behind a paywall, and the fact that most of the articles were long form articles.
In the 5 weeks post launch there was a positive impact in engagement with a rise in the interest from subscribers. The overall number of page views per visit increased which could potentially mean more chance of visitors converting to paid subscribers which is where the ROI would be seen. Unfortunately I do not have any more stats regarding the project after this time period.
Project: Website redesign
Client: Haymarket Media
Responsibilities: UX, visual design
Behind the scenes…
Long form content, how do you make it easy to read online?
Many of PRWeeks readership were used to reading long form articles in a printed magazine, and at their leisure. However, the experience when reading long form content online, can be somewhat ‘uncomfortable’.
Optimal online reading experience
After much testing, the serif font merriweather was chosen for the body copy due to its large x-height improving readability when consuming long pieces of content. Oswald, a sans-serif font was chosen for contrast in the headlines.
Left – Merriweather, Right – Oswald
A large font size, and a line length of 65-75 characters were also chosen to create the optimal online reading experience. To further improve the reading experience, the online editors were given guidance on how to structure the content so that it could be scanned easily.
**More behind the scenes information can be found in my non-public portfolio.**
Related project: PRWeek app design