We didn’t want it to feel cute.īecause Broadly was going to be producing video and photography in addition to written content, Rhodes was also in charge of establishing a styleguide in order to maintain a cohesive look across platforms. He and Vice’s executive global design director pulled typography from magazines and started to establish a color, and he worked with Broadly’s creative director and art director to build the initial look and imagery. For him, it helped that his team “started really early in the game establishing what the look of the vertical would be.” This involved working closely with other individuals in these beginning stages. Similarly, the biggest challenge for Rhodes was crafting an overall look that would be cohesive and consistent in both print and digital, as well as across a variety of other mediums like ads and billboards. For her, coming up with a name and logo also meant thinking about how it would translate to a Twitter avatar. Schriefer’s team worked with the marketing and social departments from the start to make sure everything could translate from platform to platform. “It went through a lot of hands,” said Rhodes. It then went back to New York where a creative director and art director worked on deeper style guidelines and Schriefer’s web development team handled and built the specific site design details. During a brand review of other women’s media sites, Rhodes noted that most sites focused on fashion or celebrity, whereas they believed that “women were actually very interested in real news and real conversation.” Schriefer emphasized, “we did not want it to be Vice for girls.”īroadly was conceptualized in New York while the primary development of Broadly’s look was done in Los Angeles with Rhodes’ team. “We were pretty adamant we didn’t want it to be the Vice look but just pink,” Schriefer explained. Around the same time these mission-based and content-based elements were established, Schriefer and a digital designer came onboard to work on the general look and feel of the site, as well as the general UX. Broadly was “conceived to fill that void, not just the void at Vice but also the void in women’s media in particular,” Schriefer said.Īfter coming up with the concept and editorial mission statement, Shanon Kelley, Broadly’s publisher, approached Rhodes to start building the initial pitch deck. Although Vice’s audience typically consists of what Schriefer called a coveted demographic for advertisers - 24-year old men - this also meant there was still half of the population that they were not, but could be, reaching. Tracie Egan Morrissey, Broadly’s Editor-in-Chief, came to Vice with the proposal for a women’s focused channel last year. I was curious about how Vice designed and launched Broadly, a site that is simultaneously so different from any of their other verticals in look, feel and audience, yet retains Vice’s edgy aesthetic.Īccording to Amy Schriefer, Broadly’s Senior Digital Producer, and Dersu Rhodes, Design Director for the Los Angeles headquarters, the major guiding elements were a strong editorial mission, a clearly defined aesthetic and the collaborative, multiplatform ecosystem that is Vice Media.īroadly's homepage forgoes Vice's typically heavy fonts and busy pages for a cleaner look, including a color that the team refers to as Broadly Blue.īroadly started with a definition of its mission and sensibility. Unlike the heavy black color scheme and font weights of Vice Media’s other sites, Broadly was bold in its use of color, typography and grids. When Broadly, Vice’s female-centric vertical debuted on August 3, 2015, I was struck not just by the kinds of content they were putting out, but also by its clean yet personable design that complemented its unique voice.
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