PROJECT
Philadelphia Magazine Redesign Launch
In June 2026, Philadelphia magazine published a fully redesigned product — in print and online. After the sale of the company in October 2025, the redesign acted as the official stamp of new ownership, an introduction to the vision of the new editor, and commitment to its new mission: being a definitive navigator to living well in Philadelphia.
The goal: Make it known. Rebuild brand affinity. Drive people to a new member program.
ELEMENTS
bus kiosks・billboards・wheat paste posters
geurilla marketing "love letters"・commercials
newsletters・social media campaign・microsite
MY ROLE
Creative vision and making it happen
Without a bonafide marketing department, I owned the full cycle of creative production and deployment of this campaign. First, I developed and presented the concept, elements and execution strategy. Then, I...
-
directed program commercials with outsourced producer
-
provided or coordinated voice over recordings
-
coordinated static advertisement design production
-
secured out-of-home placements
-
managed programmatic and YT ad platforms
-
owned marketing roll-out plan
-
coached social team on video concepts and shoots
-
designed elements for membership landing page
-
implemented a membership management platform with member portal
-
provided reporting and analytics
CALL TO ACTION
Aligning a magazine redesign with new membership program
While editorial was designing a beautiful new magazine, my team — Audience and Digital Operations — crafted a new membership program featuring perks from two sister publications: Philadelphia magazine and The Philadelphia Citizen. We sought to reintroduce Philadelphia magazine to the city, providing a direct avenue to stay engaged.
The goal: Increase direct-from-consumer revenue to 30% of total revenue in five years.
THE MAGAZINE
Showing off the redesign
While commercials and out-of-home placements made the new Philadelphia magazine visible, the real magic was between the issue covers — a true love letter to the city.
We placed 100 "love letter" packages throughout the city containing the redesigned issue and a designed note from the editor. Five packages contained a pair of free tickets to the biggest party of the year — the annual "Best Of" soiree attended by 1,500 people. Social videos invited 300k+ followers to find the "golden ticket" letters and gave clues on their location.
For the 65k+ newsletter list, I photographed spreads and we designed an email to give a peak inside the issue, along with the editor's letter about a fresh start.
MEMBERSHIP DETAILS
A call for membership
We targeted the most likely conversions with a more direct call to action. Social media followers and newsletter subscribers received messaging with all the details of member perks.
SOCIAL MEDIA CAROUSEL
