Art Direction

In 2013, one of the largest women’s media companies Refinery29 went through a major rebranding process with design consultancy Wolff Olins, resulting in a new mark, but nothing else to support its digital home, at the time viewed by over 10 million visitors a month. Alongside the internal team of Josh Himwich (VP, Product), Jon Dobrowolski (Director of Product), and Eben Levy (UX Director), we were brought on to completely redesign the web experience and establish an extensive style guide for the company’s product team to carry forward.

Refinery’s editorial voice was already its strong point, so we quickly established a bold new color system to reinforce that, a modern yet playful set of typography rules, iconography style, and more. For articles, we helped develop a new system of tracking social interactions, slideshows were re-imagined, and we included an expandable page navigator that would follow you along as you scrolled through the site’s vast amount of content.