Ideas That Inspire Imagination And Action For A Better World.
Musings Mag is a digital magazine that curates ideas and innovations to pave the way for a more sustainable future.
Susan Rockefeller and the Musings team came to us with the concept of building a new media property from the ground up that acted as a respite from the noise and overload of the internet.
The Musings team wanted the brand to radiate the holistic principle of sustainability through the topics of art, agriculture, climate, politics, etc. The task was to design and build the brand identity, business collateral, website and digital assets. We also consulted the stakeholders regarding revenue and audience growth strategy.
Insipired by the Japanese worldview of Wabi-sabi, the identity is centered around the beauty of imperfection, allowed us to bring in natural colors of greens, tans, browns and gold metallics. The goal was to bring this textured aesthetic to all printed collateral, social graphics, presentation decks, and of course, the website itself.
Ideas and Inspirations That Can Activate Change
In terms of editorial, we conceptualized a brand partnership strategy with an array of sustainability focused organizations to interview and write product reviews on.
A Refuge From Digital Chaos
The strategy behind the web product was one that was intrinsically tied to the editorial and social strategy. Together these two implementations played a pivotal role to the success of the project. We worked hand-in-hand with Susan and her team to decide on site's UI/UX, category structure, post types, and social plan.
With sustainability and actionable change as the guiding brand voice, we built a beautiful website that translated beautifully across desktop and mobile platforms. The website features articles and interviews with sustainability thought-leaders - as well as highlighting products and business leaders innovating in the sustainability space.
Imagination and Action Towards A Better World
Part of the continued social strategy includes creating beautiful social graphics to be shared on Musings social media platforms.
The next steps are to continue to grow the audience on social platforms, but provide a clear audience funnel from sources like Instagram to the website.
"Musings are ideas that inspire imagination and action for a better world.” - Susan Rockefeller
Playing a role in Musings' growth from its infancy and into its full-fledged identity was no light task, but one that is worth it to give sustainability a true voice in the digital world.