Global business magazine redefines its online image

Fortune magazine selected Concentric Studio to redesign their website in order to help reestablish the identity of the legendary brand. The prior design had aggregated the Fortune magazine site as well as other Time Inc. financial publications such as Money magazine and FSB: Fortune Small Business magazine under the umbrella of CNNMoney. While this strategy was extremely successful in generating awareness and driving visitor traffic to CNNMoney, the Fortune brand and content was rendered almost indistinguishable from the other brands.

The mandate for the redesign was to better align the design of the Fortune.com site with the print magazine which was to unveil a new design of its own later in the year. We worked closely with the magazine design team to ensure the site design and identity was closely integrated with the print brand. 

At the same time, we worked with the interactive group to overhaul and revamp the site templates due to all the new site content, features and functionality planned for the site redesign. We started by rethinking the overall site architecture and the way in which user traffic flow could be more efficiently directed throughout the site templates. Concentric Studio worked on key site templates to ensure every point of user interaction was optimized—whether on the homepage level, article page level or even while watching a video.

The new site templates also incorporated multiple methods of site navigation to better articulate the content offerings and redistribute visitor traffic across all sections of the site. A top level branding and navigation bar for CNNMoney was added to help communicate the relationship between the brands while enabling quick access to both sites.

Thus far, the new Fortune site has been a huge success with user traffic up significantly and the brand identity realigned to stand on its own.

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Interface Design