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BEST OF WEB
Best of the Web: Redesign/RelaunchWednesday, March 18, 2009Back to Best of Web Winners page Winner – Consumer: The Atlantic Group for Atlantic.comIn relaunching its entire brand identity in 2008, The Atlantic engaged in one of the most extraordinary magazine makeovers in recent years, and the online iterations followed through on the promises being made each month in  print. The Think.Again. campaign presented now-familiar signature questions on the front page of the monthly book (“Can Jesus Save Hollywood?”, “Should Women Settle?”) with an online redesign that was just as provocative and lively. Unmistakably distinct and thoughtful voices from Andrew Sullivan, James Fallows, Megan McArdle and Marc Arbinder, among others, have become synonymous with The Atlantic’s brand and ubiquitous contributors to the online cultural conversation. Its channels on business and politics wisely focus the feature editorial on the two driving issues of the past year. A clean, open design sense, rich with images and video, illustrate the diversity of concerns and coverage The Atlantic traditionally represents, but the new architecture and look communicates that broad cultural perspective in a more accessible way. Every day, the site communicates the new mantra of the brand. It makes us think again about the issues…and The Atlantic’s 150-year role in American life, letters and politics.Winner – b2b: Penton Media for Chief Marketer network  In the Chief Marketer Network, Penton has created one of the liveliest and most colorful business information portals on the Web. The goal of the redo, which serves Direct, Promo, Multichannel Merchant and Chief Marketer brands, was not only to attract audiences but to encourage them to participate in an exchange of ideas among marketing professionals. With large blocks of dramatic illustrations and eye-grabbing headlines, the site succeeds in merging visuals with voice. It speaks with the visitor rather than talks at them. The Daily Special poll doesn’t just ask a survey questions, it drops users directly into a forum with a relevant topic. The site design puts content browsing tools on every article page that keep the reader moving laterally around the site. In a neat trick of design, the individual title sites for the Promo and Direct brands are able to assert their own editorial identity within the network and at the same time maintain the overall architecture of the network. The entire design invites marketers to move around the full range of content across specializations and drill into the specific perspectives of the vertical silos. Since its fall launch, Chief Marketer Network has deservedly grown its audience from 20,000 to over 34,000 and nearly doubled page views. It is one of the few b2b sites that is engaging and interesting enough to attract audiences that don’t even care about marketing. Honorable Mentions: Discover Media LLC for DISCOVERmagazine.com: The Discover brand finally found its online voice and identity in 2008. Discovermagazine.com now offers some of the most interesting online voices in science blogging and has become a chief aggregator of content for the scientifically curious—and it’s clever and fun. Where else will you find science-related tattoos? Nielsen Business Media for contractmagazine.com: More than a new coat of paint, the first major redesign in five years turned Contractmagazine.com into a set of mission critical industry resources, products listings and tools for getting their users’ jobs done. Beautifully designed, and fully functional. Sunset Magazine for Sunset.com: Sunset focused its redesign in the areas its readers most needed: how-to content, search-driven resources, Western regional travel and backyard living. Women’s Health for WomensHealthMag.com: Rodale transformed the Web presence of one of its signature brands from a mere magazine complement site to a true user companion. A new set of interactive health fitness and beauty tools, frictionless community services and a clean compact design have made the site a daily must-see. Back to Best of Web Winners page
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