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Element.ly

Brand creation and responsive web design for a new digital cycling and gear magazine.

  • Services
    Branding, UI, UX, Strategy
  • Date
    2014
  • Client
    element.ly

We created a brand. Element.ly needed a full brand identity to launch their digital magazine. We helped develop their distinctive tone of voice and approach to editorial.

Designs to grow. Starting with the deliverables needed for launch, our design strategy is flexible: always considering future development and iterations.

An experienced team.The founders of element.ly have plenty of experience in digital publishing: writers, editors and directors from WIRED, SF Chronicle, Medium, and Cult of Mac.

elemently_slideshow-05
brand strategy

Branding a startup without any content

When we were commissioned to develop the brand identity, we didn’t have anything to work from apart from a name. Competitor research (and looking at brands in the marketplace) helped us form a brand strategy and striking identity that meant element.ly would be remembered.

elemently_slideshow-07 © Element.ly
brand development

Creating an aspirational outdoors brand

Cycling is huge. Part of the appeal is the aspirational lifestyle: being outdoors, exploring beautiful parts of the world without modern-life distractions. The concept behind element.ly’s identity captures the sophistication of the aesthetic, whilst appealing to an outdoors audience: refined and seductive, but equally rugged and robust.

confident typography

In digital publishing, having a unique tone is crucial. And words are the best way of achieving that. One of the characteristic elements of the brand is strong, confident typography. Whether an article title or news feed, element.ly is authoritative and trusted.

confident typography
elemently_slideshow-06
Developing moreish content

With a digital magazine, making reading articles an enjoyable experience is key. We implemented a number of techniques to optimise legibility and readability. From reducing eye-straining contrast by carefully combining colour, to using web fonts designed for on-screen reading. We also created a structure to reduce dead-ends and encourage users to keep reading new articles and stories.

Developing moreish content
KEEPING USERS ON THE SITE

With digital content platforms, social media sharing is often the way most users visit sites. Landing direct on article pages means lots of users never view the homepage. To limit bounce rate and reduce abandonment, on post pages we introduced a series of natural inline 'related' promos, eye-catching tags, and archive galleries at the bottom of each page. Having no dead ends keeps users engaged, and keeps them on the site.

KEEPING USERS ON THE SITE
elemently-phone
Optimised for mobile

With the rise of social media, more and more content is being consumed using mobile devices on the fly. We provided responsive designs optimised for mobile, tablet, and desktop to ensure everyone gets the best viewing experience. All the page templates we delivered to the team were built on a flexible framework for a fluid user experience.

Optimised for mobile
elemently_slideshow-04 © Element.ly
unobtrusive advertising

From the earliest wireframes, we had commercial advertising in mind. Although natural product integration, affiliate linking, and sponsorships are to be explored in future phases, traditional advertising was needed to monetise for launch. We made flexible page templates to ensure responsible adverts could be included in a natural and unobtrusive way.

unobtrusive advertising
Unique sharable content

Online publishers rely on social media channels like Twitter and Instagram to reach new audiences. Element.ly is an image led magazine, with rich photography. But it has great writers too. So we created a template for writers to focus on the words, letting them post text only assets designed to stop people scrolling in their feed. Branded content that's engaging and memorable.

Unique sharable content
increasing signups

Creating an active email database is crucial for brands to reach their audience. Studies show email acquisition quadrupled over the last four years, proving it's still a crucial marketing tool. For a magazine, it's the perfect way to remind readers you're active, and drive traffic to your site. We carefully designed signup boxes: using emotive language that shows exactly what you'll get, how often, and how to unsubscribe. Giving users information in a smart way increases signups, and builds trust.

increasing signups
Brand experience

Creating a brand people love

Encouraging returning visitors and loyal readers is only possible if the brand they experience is distinctive and memorable. We gave element.ly a striking palette of black and yellow that stands out from photography on the site, creating a contemporary feel. Other assets like iconography and typographic flourishes set the brand apart from rivals.

elemently_slideshow-13
element.ly In the wild
How we worked with the team

We used Slack for seamless dialogue and quick-fire solutions

Marvel was used for fast iterative prototyping and refinement

UI was designed in Sketch for fast, accurate handover

We're always looking for new challenges and experiences. Whether you're a tech startup, one man band or large established agency, we'd love to hear from you. Get in touch →

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  • Services
    Branding, UI, UX
  • Date
    2016
  • Client
    Lexigram

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  • Services
    UI/UX, Information Architecture, Strategy
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  • Services
    UI, UX, Information Architecture, Digital Strategy
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  • Client
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  • Services
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    Branding, UI, UX, Consultation, Strategy
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  • Services
    Branding, UI/UX, Information Architecture
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  • Services
    Branding, UI/UX, Development, Print
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  • Client
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  • Services
    Branding, System Design, Strategy
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  • Services
    UI, UX, Consultation, Marketing
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Responsive web design for a global digital Netball community and magazine.

  • Services
    UI, UX, Information Architecture, Strategy
  • Date
    2014
  • Client
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Branding and responsive web design for a unique service that helps share content across multiple online channels.

  • Services
    Branding, UI, UX
  • Date
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  • Client
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  • Services
    Branding, UI, UX, Strategy
  • Date
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  • Services
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  • Date
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  • Client
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Your next project?

We're always looking for new challenges and experiences. Whether you're a tech startup, one man band or large established agency, we'd love to hear from you.

hello@studiojubilee.com