MODERNIZING A LEGACY BRAND FOR DIGITAL
I partnered with the product team and supported the Creative Director on Good Housekeeping’s digital-first redesign, aligning the online experience with the authority of its legacy print brand. My role included rolling out scalable design practices, updating editorial templates, and implementing refreshed social and content strategies. The redesign was both a visual refresh and a strategic overhaul, reinforcing GH’s expertise and growing its position as Hearst’s largest brand.
I. THE CHALLENGE
Good Housekeeping needed to modernize its digital presence while maintaining its trusted authority in lifestyle and product expertise. The challenge was to create a design system that elevated authority, supported new content strategies (including e-commerce), and streamlined editorial workflows across platforms.
II. THE APPROACH
Assisted the Creative Director in building scalable design practices for digital publishing.
Designed index templates and editorial best practices to support consistent storytelling.
Refreshed photo research standards and visual curation to better reflect GH’s authority.
Implemented updated social strategy templates to align with the brand refresh.
In 2019, expanded the redesign to include e-commerce, positioning product testing and recommendations at the forefront.
III. THE EXECUTION
The redesign introduced a cohesive digital design system that translated seamlessly across desktop, mobile, social, and e-commerce. Templates and best practices empowered the editorial team to publish with greater efficiency, while refreshed visuals reinforced GH’s identity as a trusted authority. E-commerce design highlighted product testing expertise, ensuring consumer trust carried through every touchpoint.
IV. THE IMPACT
The redesign elevated GH’s digital identity while maintaining ties to its legacy print brand. By putting testing authority and expertise at the forefront, the refresh positioned GH as Hearst’s largest brand, driving both audience engagement and business growth.