Toronto Life Magazine

From 2014 to 2018 I was creative and ux director at St. Joseph Media, I worked on a redesign of TL while there and joined them a few times after leaving to revisit the site.

The First Redesign

In the lead-up to it’s 50th anniversary, the publisher initiated a redesign of the website to help it connect with its printed magazine as a brand, and establish itself as a modern digital publication.

I teamed with the digital product manager and print art director to plan, strategize and redesign the website. Collaborating with stakeholders in advertising, art, technology, and editorial, my focus was to bring the quality of the magazine to the overall experience online. I also rejoined them in 2020 to rethink the homepage and start an iterative improvement of the site.

Homepage Refresh

To give editorial the flexibility they needed, we adopted a modular ‘content block’ strategy for managing the pillar pages. This allowed us to design not only the homepage, but also to include pillar (or sub-categories) as well. The blocks are groups of content cards customized for different sections or themes or subject matter with titles and sub-navigation where relevant.