Mountain Sledder Magazine Redesign
Mountain Sledder Media (MSM) is a premier online and print media outlet in the snowmobile industry. Known for its immersive storytelling and thrilling adventure photography, MSM recognized the need to modernize its visual identity and digital presence. Over a two-year period, I collaborated with MSM to:
Refresh their brand identity and establish consistent design guidelines
Art direct and design, both print and digital magazine editions
Redesign the website in partnership with a web developer, incorporating robust digital ad functionalities
The Challenge
Outdated Online Platform
Visual Disconnect: The existing site didn’t effectively convey the adrenaline-pumping world of snowmobiling, nor did it offer a dynamic space for advertisers.
User Engagement: Lack of cohesive design and intuitive navigation led to limited user retention and engagement metrics.
Monetizing Digital Content
Advertising Integration: Although MSM enjoyed strong print ad sales, the brand needed a more sophisticated digital advertising solution (including Google AdSense) that balanced revenue generation with user experience.
Print Edition
Outdated Layout: The existing print format was visually stale and lacked a modern aesthetic.
Evolving Content Needs: The magazine needed fresh editorial sections to keep readers engaged and appeal to new audiences.
Ad Placement Issues: Advertisements felt intrusive and did not effectively align with the magazine’s content flow.
Gear Photo Shoots: There was a need for high-quality, on-brand imagery to showcase the latest products and convey the thrill of snowmobiling.
Solution
Dynamic Layout
Large hero images on the homepage and category pages drew users into each story. Featured articles, videos, and photo galleries were given prime real estate, using full-width layouts and captivating visuals.
Advertising Integration
Strategically placed ad spots and seamless Google AdSense blocks ensured strong visibility for advertisers without overwhelming the user experience. By leveraging data-driven analytics, ad placements were optimized to maximize click-through rates and impressions.
Strategically placed ad spots and seamless Google AdSense blocks ensured strong visibility for advertisers without overwhelming the user experience. By leveraging data-driven analytics, ad placements were optimized to maximize click-through rates and impressions.
User Flow and Engagement
Clear categories, prominent call-to-action buttons, and a streamlined menu improved site navigation. The improved interface naturally funneled visitors to sign up for newsletters, explore further articles, and engage with community content.
Clear categories, prominent call-to-action buttons, and a streamlined menu improved site navigation. The improved interface naturally funneled visitors to sign up for newsletters, explore further articles, and engage with community content.
Print
Contemporary Redesign: I introduced a bold, modern layout that leveraged white space and impactful typography to better spotlight content and photography.
New Editorial Sections: Collaborating with the editor, we established new recurring features and columns, adding depth and variety to each issue.
Revamped Ad Layouts: By strategically repositioning ads to complement rather than interrupt editorial content, advertisers received heightened visibility and readers enjoyed a seamless experience.
Art Direction: I oversaw gear photo shoots, ensuring the images reflected Mountain Sledder’s adventurous brand personality while maintaining a consistent, high-end look throughout the magazine.
Results
Significant Growth in Digital Ad Revenue
Optimized Ad Spots: The restructured ad space and seamless integration of Google AdSense increased click-through rates and bolstered overall digital ad sales.
Elevated Brand Perception and Engagement
Increased Page Views and Session Durations: The visually compelling site and refined user pathways kept visitors exploring longer, leading to higher session durations.
Newsletter Sign-ups: A more prominent, visually appealing call-to-action boosted subscription rates, allowing MSM to further cultivate its community.
Cohesive Visual Identity Across All Mediums
Strong Reader Connection: The consistent, adventure-driven aesthetic resonated with readers—both loyal fans and newcomers—solidifying MSM’s place as a leading voice in the snowmobiling world.
Seamless Print-to-Digital Transition: The brand refresh gave MSM’s print and digital content a unified look, paving the way for cross-promotional opportunities and user retention.
Elevated Brand Perception: High-quality gear imagery and thoughtful design choices solidified Mountain Sledder Magazine’s reputation as a premier publication within the snowmobiling community.