Concept Overview
Vogueworld represented a transition for Vogue. A fresh take on global street style, it went beyond Vogue's typical content, like models off duty or celebrity inspiration. The stories covered by vogueworld included an introduction to the then little-known Orville Peck, a photo essay on female Pau riders in Hawaii, and, yes, the best street style from fashion week. Working alongside Vogue editors, we crafted a visual identity that felt as new as this editorial approach for Vogue, inspired by 90s minimalism and bits of Y2K culture. This included web design, app design, and a brand new logotype.
Branding Details
Working within the constraints of Conde Nast's design system, Verso, we developed a new visual language for vogueworld. It was meant to feel like Vogue's little sister, while not losing the original character of Vogue. We used Founder's Grotesk alongside Vogue's classic typeface Savoy, and created a Y2K-ish approach to how the brand could be used in illustrative accents.
Product Strategy
At the heart of vogueworld is global street style—and also how to shop it. We wanted the experience to feel seamless, like reading your favorite magazine and being able to shop the look. For this, we designed shopping cards that felt like an extension of the magazine, and are still used on Vogue articles today.
Part of vogueworld also meant designing an app that reflected the new brand identity and approach. We worked with developers to create something in between Instagram's experience and an e-commerce app, with the ability to save images, shop stories, and watch video content seamlessly.
Project Credits
Many thanks to the collaboration of the following contributors.
Product Design Director:
Lydia White
Creative Director:
Sally Singer
Global Chief Content Officer:
Anna Wintour
Senior Product Manager:
Kate Devine
Motion Graphics, App Intro:
Gillean Yuen
VP, Global Head of Content Strategy:
Anna-Lisa Yabsley
Engineering:
Julie Busch
Product Design Lead:
Nelson Wallace