My role:

MullenLowe Profero

In 2012, Vogue had slowly lost the mantle of #1 online fashion destination in Australia, they needed help to re-invent and shift its main business towards digital.

We helped the editorial team deliver on their ambition to be "One Vogue" across print, online and mobile platforms, and developed a fully responsive site, putting the spotlight back on their famous content on any device.


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The business challenge of relying on ad revenue became a design challenge - the need to feature ads above the fold. We took cues from the print magazine, where the line between editorial content and beautiful fashion advertisements already blurred, and embraced the opportunity to showcase both types of content.


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Browse Modes

To bring the sense of flipping through a magazine to a digital medium, we developed two ways of viewing content on the homepage.


Focus mode shows off beautiful photography one by one.


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Browse mode allows for all image sizes to be displayed in a scannable way.


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Best Magazine Website

2013 Australian Magazine Awards