RCS MediaGroup — Living Corriere della Sera
In an effort to bring three established design magazines together into one new, broader bible for lifestyle and interior design, frog was asked to guide the digital strategy for Living and shape the web presence of the new brand.
RCS Mediagroup came to frog asking for strategic guidance in shaping the digital experience for Living Corriere della Sera Interiors Magazine, a new magazine dedicated to lifestyle and interior design. The new magazine is a supplement to Corriere della Sera, Italys’ largest newspaper – a publication with more than 450,000 readers every month.
The frog team presented a number of different strategic themes and topics to address, which included the definition of brand for new readers; engaging existing readers and turning them into loyal customers; and the outlining of business opportunities moving forward. We engaged with Living’s editorial team to evaluate content that would benefit the tablet and mobile reader.
We worked side-by-side with Living’s marketing and editorial teams and the design agency in charge of the printed magazine. Through continuous iterations, frog helped the editorial team identify the best way to evolve content from a physical magazine to a digital, multichannel experience. frog’s design solution was a modern and scalable language system coherent to the physical magazine, adapted for interaction and social engagement. frog introduced new editorial formats and functionalities to make the online brand experience rich and diverse. The pure graphic design and neo-classical typography gives character and soul to Living’s articles. The frog team focused on a website grid design to allow for white space and multiple layout combinations over three responsive breakpoints. The result was a digital experience that maintained the modern and elegant aesthetic of the printed design.
The final output is an editorial toolkit for storytelling, carefully crafted to give each individual component character but without over-powering the reading experience. In an increasingly competitive industry where innovation makes or breaks a new brand, Living shines as a bright leader in a vast media landscape.
"Simultaneously launching a new physical and digital magazine is a big challenge. frog has been a good partner in the journey, integrating the editorial approach into a harmonious digital experience."
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