PHILLY WEEKLY

INTRODUCTION:

As the Lead Designer, I had the exciting opportunity to work on a rebranding project for Philly Weekly, a city culture and lifestyle magazine in Philadelphia. The project aimed to transition Philly Weekly from an old-school newsweekly format to a more focused publication with a glossy cover and vibrant printing. The goal was to reinforce the core identity of Philly Weekly as a user’s guide to Philadelphia, connecting residents with the excitement happening around town. As part of the rebranding, the existing “PW” logo was to be replaced with a fresh “Philly Weekly” logo.

PROCESS AND STRATEGY:

To begin the project, I conducted a thorough analysis of Philly Weekly’s evolution, its content lineup, and its design. I also closely studied the target audience and their preferences. Based on this research, I developed a strategic plan to rebrand Philly Weekly while staying true to its core identity. The key elements of the strategy included designing a new logo that represented Philadelphia and its residents, using the familiar “PW Yellow” color, and ensuring the new mark would work well in various sizes and color variations.

CREATIVE SOLUTION:

To create a distinct and recognizable logo for Philly Weekly, I incorporated the cityscape of Philadelphia into the design. This element not only gave the logo a unique feel but also represented the city and its vibrant culture. I chose to retain the “PW Yellow” color to maintain a connection with the previous branding and to ensure a seamless transition for existing readers. Additionally, I used a sans-serif typeface to maintain brand recognition while giving the logo a modern and clean look.

LOGO DEVELOPMENT:

Through a series of iterations and refinements, I developed a logo that successfully captured the essence of Philadelphia and aligned with Philly Weekly’s new direction. The logo was designed to be versatile and adaptable, working effectively in various sizes and colors to accommodate different applications.

BRAND IMPLEMENTATION:

With the new logo finalized, I created brand guidelines that provided clear instructions on how to use the logo, typography, and color palette across different media platforms. These guidelines ensured consistency and maintained the integrity of the rebranded Philly Weekly.

RESULT AND IMPACT:

The rebranding of Philly Weekly was well-received by both the client and the target audience. The new logo effectively conveyed the magazine’s updated identity as a city culture and lifestyle publication. The incorporation of the cityscape and the retention of the “PW Yellow” color allowed for a seamless transition while giving the brand a fresh and modern look. The rebranding efforts attracted new readers and helped solidify Philly Weekly’s position as Philadelphia’s go-to source for all things happening in the city.

CONCLUSION:

The rebranding project for Philly Weekly successfully achieved its goals of transitioning the magazine into a more focused publication and reinforcing its core identity. The redesigned logo, with its incorporation of the cityscape and retention of key elements from the previous branding, created a distinct and recognizable mark for Philly Weekly. The rebranding efforts not only attracted new readers but also provided existing readers with a refreshing and enhanced experience. Overall, the rebranding project showcased my ability to strategically approach rebranding initiatives and create lasting brand identities that resonate with the target audience.