A bold redesign transforming two industry magazines with a modern, visually engaging aesthetic.
Overview & Scope
I was brought in to lead the design oversight for Hardware Retailing Magazine and its sister publication, Paint & Decorating Retailer Magazine, as well as oversee the overall marketing design for the parent company, North American Paint & Hardware Association (NAPHA). As the lead designer, I managed the design production of both magazines, which were published monthly, ensuring each issue maintained high visual and editorial standards.
Magazine Redesign
One of my key responsibilities was executing a full redesign for both magazines, giving them a fresh, modern look. I developed a new typography system to enhance readability and aesthetic appeal, while also establishing a revamped color palette to create a more cohesive and recognizable identity.
To improve visual storytelling, I designed a comprehensive iconography system and implemented structured templates for department pages, along with a new layout system for feature stories, ensuring consistency and an engaging reading experience. Additionally, I set an overall aesthetic that aligned with the brand’s evolving vision. Beyond the print editions, I ensured that all digital magazine posts adhered to the same design and branding standards, creating a seamless experience across both print and digital platforms.
Magazine Redesign Approach
A critical aspect of the redesign was striking the right balance between cohesion and individuality for the two magazines. As sister publications under the same parent company, they needed to share visual elements that reinforced their connection while still maintaining distinct identities tailored to their respective audiences. I achieved this by developing a shared foundational design system—including a complementary but not identical typography approach, a cohesive grid structure, and a refined color strategy that allowed for brand differentiation.
For Hardware Retailing, the design leaned into a clean, structured aesthetic with strong, bold typography that reflected the publication’s authoritative industry voice. Paint & Decorating, on the other hand, required a more vibrant and expressive approach, incorporating softer typography and a more dynamic color palette to capture the creativity of the decorating industry. This nuanced approach ensured that both magazines felt like part of the same family without becoming visually redundant, successfully positioning them as distinct yet interconnected brands within the North American Hardware and Paint Association’s portfolio.
Expanding Marketing & Branding
While leading the redesigns for both magazines, I also took charge of developing all print and digital assets that promoted the publications and their parent company.
This required maintaining a strategic balance—ensuring that marketing materials reflected the shared brand identity while tailoring each asset to the distinct voice and audience of each publication. From eye-catching advertisements to dynamic promotional campaigns, I crafted engaging collateral that not only increased readership but also reinforced the industry presence and credibility of both the magazines and the North American Hardware and Paint Association as a whole.
Social Media Strategy & Branding
Recognizing the need for a stronger social media presence, I was later brought on as the social media strategist for all three brands, tasked with launching and managing their digital presence across Facebook, X, and Instagram. I developed a comprehensive strategy focused on increasing followers, engagement, and brand awareness while maintaining distinct yet cohesive identities for each brand.
My approach included crafting a strategic content plan with platform-specific messaging, establishing a cohesive visual identity with defined color themes, and designing multiple post templates to balance consistency with variety. I implemented a data-driven approach, continuously analyzing performance metrics to refine content for maximum engagement. Beyond content creation, I developed and executed social media campaigns tied to major editorial features and industry events, introduced interactive elements like polls and Q&As to foster community engagement, and collaborated with industry influencers to expand reach and credibility. By staying ahead of trends and adapting strategies accordingly, I positioned the brands to remain competitive and relevant in an evolving digital landscape.
Results
Enhanced Readability and Industry Recognition
The comprehensive magazine redesign significantly improved readability, brand cohesion, and audience engagement.
The updated layouts incorporated intentional white space, creating a more refined and visually balanced reading experience. The board of directors praised the transformation, emphasizing how the new design made the content more accessible and eliminated the overwhelming, cluttered feel of the previous editions.
Strategic Digital Growth and Audience Engagement
The implementation of a refined social media strategy resulted in measurable growth across all platforms, increasing brand visibility, engagement, and audience retention.
A cohesive visual identity, data-driven content planning, and alignment with editorial initiatives strengthened the brands’ digital presence. By integrating interactive content and performance analytics, the brands positioned themselves as leading voices in the industry, driving sustained engagement and expanding their reach.
Award-Winning Design Excellence
The success of the redesign was formally recognized when both magazines received a Bronze Award for Best Redesign at The EXCEL Awards.
Presented by the Association Media & Publishing Network, the EXCEL Awards are the largest and most prestigious program honoring excellence in association media, publishing, marketing, and communication. This recognition validated the strategic design approach, underscoring the success of the redesign and reinforcing the publications' modernized aesthetic while preserving their authority and credibility within the field.
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