A storied brand like no other, People Magazine has had a profound impact on contemporary culture. Still, drawing inspiration only from print DNA would miss the mark. A new design language emphasizes the inches of celebrity lifestyles that feel real and relatable to Snapchat’s younger core user.  The Snap branding emphasizes a fun, (but never-dumb!) celebration of celebrity, style, scandal, and self-help.
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Results
- Most engaging channel on Snap with users aged 14-24
- 10M+ subscribers
- 6M+ daily views
- 15x revenue/cost per month

Role:
Creative Director, Project Manager
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Design Team: 
Hannah Song, Kate Ruscher, James Fraley, Tucker Rose

Prior to being brought in to manage and lead the popular Snapchat channel, there was no connection to the print magazine and a scattershot approach to editions. Paring way back, we created a simple design system, using a limited color palette and a single approach to cover line treatments to create instant cohesion, and instant relatability.  The editions have a rhythm to them, with the almost binary design choices,  either this or that, then repeated in every Snap, and placing the spotlight on content. This approach keeps the production lift easy and nimble, able to react in real time to the seismic cultural news of the day. Hearts, emojis, sparkles and gifs—elements so familiar to Snap users—are still a given, a reminder that this is a People brand extension built for the next generation.