the challenge: redesign the digital experience of 9Honey, Australia’s leading online women’s publication network

working alongside UX on a small, nimble team, I helped restructure, rebrand, and redesign the 9honey.com.au publishing site. as a lead, I reimagined the visual look and feel of the 9Honey brand and implemented the new design language across the experience, using highly flexible modular design to create a systematic toolkit for the client's internal development team. I led another designer on the team and worked closely with a UX designer and producer under a tight deadline to execute an effective, beautiful new publishing experience that focuses on clean design while increasing content density across the board

 
 
image_1.png
 
 

branding elements were defined throughout an intensive branding workshop and exploration in the forefront of the project

Tiempos, a serif full of character while remaining clearly legible, was chosen for primary headlines, which worked hand-in-hand with the use of geometric Proxima Nova for secondary copy. the brand’s iconic nine-dot logo inspired a design pattern that became a cornerstone of the brand, creating a playful element that guides users throughout the experience. a palette of bright, bold colors tie each piece of content to the vertical it lives within, creating a seamless, clean system across the site

 
 
9honey-gif.gif
 
 

these colors came into play in a variety of ways. flushes of color help bring focus to article grids and prominent modules

 
 
color-palette.png
 
 

tonal secondary colors help encourage users to engage with certain content and create a dynamic, clean palette

 
 
image_5.png
 
 

the design system flexes easily across the site, with modules and components that are fully responsive and sharable across templates and verticals

 
 
image_6.png
 
 

this system works seamlessly across all types of content, from travel to celebrity gossip to cooking and more

 
 
image_7.png
 
 

modules were created to be flexible enough to support varying amounts of content

in the case of article page hero modules, the design supports images, videos, featured images, and text-only versions of article headers, giving the client a robust system that leaves no room for errors with edge-cases

 
 
 
 
 
image_14.jpg
 
 

each of the verticals under 9Honey is required to stand strong on it’s own

both vertical primary colors and seasonal photography were used in an impactful way in vertical landing page heroes to set the stage for each vertical category

 
 
image_15.png