Velvet Magazine is a multi-faceted regional publication that provides a practical and comprehensive lifestyle guide for the modern woman. Spanning both a high-quality printed product and a growing digital presence, the magazine covers diverse editorial topics, high-end advertising, and local features.
During my time working at Cubiq Design, I was brought on to manage the Velvet Magazine account. Working directly alongside the publication's Editor-in-Chief, my role was to oversee the magazine’s editorial design, maintain strict brand identity across all touchpoints, and strategically extend its reach beyond the traditional printed product. The project required balancing a content-heavy layout with a seamless multi-channel marketing approach across print, web, and email.
As a content-rich monthly publication, the main challenge was maintaining visual engagement across dense text, multiple photography assets, and varying color palettes without overwhelming the reader. Digitally, the magazine faced a major hurdle: the online reading experience was deeply flawed. The existing digital distribution lacked mobile optimisation, failed to connect seamlessly with the print edition, and missed critical opportunities to maximise visibility and value for major commercial advertisers.
To elevate the print edition, I embraced a maximalist layout strategy designed specifically for high-density content. For multi-page editorials, I utilised a fluid composition based on the "rule of thirds" method, strategically guiding the reader’s eye toward main titles, graphic elements, and key calls to action to create a superior reading experience.
On the digital side, I completely overhauled how the publication was distributed online. I integrated the Issuu Digital Publishing Platform directly into the WordPress website, embedding a fully mobile-optimised reader. I then leveraged this system to convert traditional magazine features into AMP Story format—delivering lightning-fast, visually rich, tap-through stories built for mobile search optimisation. To support our biggest commercial clients, such as Group 1 Automotive, I designed integrated print and digital advertising campaigns that synchronised our marketing efforts, expanded mobile readership, and offered advertisers vastly broader audience reach.
Finally, I managed the daily digital operations of the brand. This ran from standard website administration and page creation to technical WordPress management—including configuring advanced Mailchimp signup forms for targeted promotional campaigns, troubleshooting core software, and building dynamic featured content carousels using Slider Revolution.
The strategic layout updates and technical overhauls successfully unified Velvet Magazine’s print and digital ecosystems. The new editorial framework significantly improved readability in print, while the mobile-first publishing strategy transformed how readers interacted with the magazine online. By introducing immersive digital formats and synchronised cross-platform advertising, the publication dramatically expanded its mobile footprint—offering premium clients a highly engaging, measurable advertising experience that boosted brand awareness and secured long-term commercial partnerships.