CASE STUDY: Women’s Running Magazine

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.

“With excellent design and execution, Dave is very easy to work with without a lot of people involved (unlike big agencies) which helps keeps costs down and projects moving on time.”

Kristin Harrison Ginsberg
former Editor-in-chief, Women’s Running magazine