After many years of being a daily newspaper, Xtra was ready for a change.
Xtra had been a print publication long before going online and their approach mimicked their original print strategy. They wanted to pivot and focus and focus on long form editorial writing.
Xtra wanted a new look that preserved their brand but reflected the best in online journalism. Their brief called for a sleek eye-catching design that felt modern, inviting and readable.
A responsive design was essential with mobile specific interactions for viewing and sharing articles.
To create new layouts on landing pages and articles we worked together to develop a library of variable components that editors could call on when they create content.
Opportunties to partner with sponsors would be a major new revenue driver for Xtra. So I planned opportunities for landing pages to be repurposed for sponsors.