We launched a new brand into the big leagues with spot-on magazine design.

The client:
Women’s Running, a national consumer magazine geared towards female running enthusiasts is currently the only women’s-specific running magazine available in the North American market.

The challenge:
In 2008, Dave was enlisted to provide magazine design services to assist in the rebranding, redesign and launch of Women’s Running as an evolution from the existing magazine, Her Sports + Fitness. Around this time, a number of major publishers were exploring the viability of athletic-based women’s interest magazines, with mixed success. The business goals were to help drive market share, visibility and financial sustainability for the publication, and to provide a strong and resonant platform for a growing community of women runners in the United States.

The strategy:
Catapult Women’s Running into the big league by creating a visually engaging, personal, useful and resonant women’s interest magazine that was on par with other national consumer women’s interest magazines in a genre that wasn’t easy on the uptake. To do so, Dave completely changed the look and feel through dramatic, engaging and personal photography, a sophisticated approach to white space and typography, accessible training tips and charts, and elegantly integrated long-form stories. Thanks to Dave’s focused and market-appropriate magazine design, the publication became more readable—and more relevant.

According to RunningUSA, the rebranding and redesign tripled newsstand sales and dramatically increased subscriptions. Additionally, Dave’s well-placed efforts were rewarded with major advertisers, including Nike, approaching the sales team for placements where they had been previously uninterested.