InsideHook
Website Design, Email Design, Branding, Digital Advertising, Event Design
InsideHook is a lifestyle guide for adventurous and established men. The site publishes daily content that fits into three main categories: leisure, culture, and wellness, as well as a handful of flagship emails ranging in topics from food and drink, travel, style, health, tech, culture and outdoor adventures.
Branding & Identity
The Challenge & Core Objectives
The rebranding project for InsideHook included a few challenges. From the start, how does one encapsulate everything that the IH brand stands for – luxury lifestyle, diverse audience, fabulous flavors and destinations – into one iconic logo that marries InsideHook’s past with its bright future, and clearly communicates what it represents? How does one distance a brand from its outdated older brand colors, fonts and style?
The Old Brand & Old Site
InsideHook’s old brand used a simple color palette and didn’t include any custom hues that reflect the breadth of content it covers. The fonts were very basic and stuffy, and didn’t reflect the sophisticated yet fun lifestyle brand.
The New Logo
The new logo is youthful yet sophisticated, sharp yet approachable, and the branding package includes elements of fun that bring a little flair to the sleek lines and white space.
The new color palette distinguishes InsideHook from competitors with neutrals, bright pops of color and earthy hues for a solid base. Colors that contrast well and visually tell the story of the brand, which is knowledgeable, insightful, playful, worldly and cool. A secondary palette creates consistency in illustrations and highlights calls to action throughout the site.
New Color Palette & Font Families
The new color palette distinguishes InsideHook from competitors with neutrals, bright pops of color and earthy hues for a solid base. Colors that contrast well and visually tell the story of the brand, which is knowledgeable, insightful, playful, worldly and cool. A secondary palette creates consistency in illustrations and highlights calls to action throughout the site.
Website
A new component-based design layout helps users quickly navigate the site and understand its structure, and – on the back end – allows editors to mix and match elements, and easily surface older related content that was previously buried in the CMS.
Using the component-based design from above, here are some snapshots from the site, as it came together. Product modules click off to product sites and article modules organize content by theme, and click off to either individual articles or large features that have their own landing pages.
Feature Articles
Feature articles on the site get their own custom design, complete with illustrations, animated gifs, and a mix of individual article pages and series landing pages (from which a series of articles are linked).
Email Verticals
Before I came on board, the InsideHook brand included one all-audience send, and a handful of city-centered emails. I helped launch six new themed email verticals, each with a unique design and unique content, that all operate under the umbrella of InsideHook.
Check out the website
