OVERVIEW

Homes & Living Magazine

My role as the Advertising Design Director

From 2012–2014, I joined Read Media as the Advertising Design Director of Homes & Living Magazine, contributing to publication of 24 magazines and led a complete redesign of the company website.
Homes & Living Magazine logo, with sub-line listing regional editions for Vancouver, Calgary, and Vancouver Island
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www.hlmagazine.com

24 Publications

In just 16 months, I contributed to the design and publication of 24 Homes & Living magazines — eight bi-monthly issues of  for three regional editions.
3 Regional Editions of Homes & Living Magazine's Dec/Jan 2013 Issue
Dec/Jan 2013
Vancouver
Victoria
Central Vancouver Island
3 Regional Editions of Homes & Living Magazine's Feb/Mar 2013 Issue
Feb/Mar 2013
Vancouver
Vancouver Island
Calgary
3 Regional Editions of Homes & Living Magazine's Apr/May 2013 Issue
Apr/May 2013
Vancouver
Vancouver Island
Calgary
3 Regional Editions of Homes & Living Magazine's Jun/Jul 2013 Issue
Jun/Jul 2013
Vancouver
Vancouver Island
Calgary
3 Regional Editions of Homes & Living Magazine's Aug/Sep 2013 Issue
Aug/Sep 2013
Vancouver
Vancouver Island
Calgary
3 Regional Editions of Homes & Living Magazine's Oct/Nov 2013 Issue
Oct/Nov 2013
Vancouver
Vancouver Island
Calgary
3 Regional Editions of Homes & Living Magazine's Dec/Jan 2014 Issue
Dec/Jan 2014
Vancouver
Vancouver Island
Calgary
3 Regional Editions of Homes & Living Magazine's Mar/Apr 2014 Issue
Mar/Apr 2014
Vancouver
Vancouver Island
Calgary
Western Magazine Awards Logo

Winner of Best New Magazine, 2014

With the launch of the Calgary edition, Homes & Living was awarded Best New Magazine at the 2014 Western Magazine Awards Competition.

H&L Design Team

  • Karla Peckett, Creative Director
  • Anders Paulsen, Ad Design Director
  • Iina Valila, Graphic Designer

Magazine advertisement designs

The primary responsibility of my role at Homes & Living was to collaborate with advertisers, ensuring placement of ad designs meeting our publication standards and print deadlines. I also provided complimentary design services to our advertisers, create custom ad designs for each issue and edition.  

The following is a selection of ad designs I created for advertisers of the Vancouver, Vancouver Island and Calgary editions.
Double-page ad spread designed for Home Couture, in Coquitlam, featuring Rolf Benz furniture.
Magazine ad design for The Ensuite Bath & Kitchen Showroom, featuring 'The Moxie' by Kohler, wireless speakers available in four fun, new colors.
Magazine advertisement design for Luxe Home Interiors, in Victoria, BC.
Three seasonal ad designs for Aspen Landing and Aspen Woods Estates, new developments in Calgary, AB.
Magazine Advertisement Design for Harbour City Kitchens, in Central Saanich, BC.
Magazine Advertisement Design for GTMANN Contracting, in Victoria, BC.
Homes & Living Magazine event advertisement for the annual Luxury & Supercar Weekend at Vandusen Botanical Garden.
Magazine Advertisement Design for Downview Kitchens and Fine Custom Cabinetry.
Magazine advertisement design for Premiere Executive Suites in Calgary, AB.
A selection of 1/4-page magazine ad designs, for various advertisers. Banbury Lane, Mid Island Cabinets, Stittgen Fine Jewelry, Within Design Inc, The Cannery Seaside Living, Art by Jeff Edwards and Faye Clayton, Timothy Oulton furniture at Luxe Home Interiors, Kerry Casidy Mortgage Consultant.
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Featured ad designs

  • Rolf Benz, at Home Couture
  • The Ensuite Bath & Kitchen Showroom
  • Luxe Home Interiors
  • Aspen Landing, Aspen Woods Estates
  • Harbour City Kitchens
  • GTMANN Contracting
  • Luxury & Supercar Weekend Event
  • Downsview Kitchens
  • Premiere Executive Suites
  • Banbury Lane Design Centre
  • Mid Island Cabinets
  • Stittgen Fine Jewlery
  • Within Design Inc
  • The Cannery Seaside Living in Cowichan Bay
  • Art by Jeff Edwards & Faye Clayton
  • Timothy Oulton, at Luxe Home Interiors
  • Kerry Casidy, Mortgage Consultant
"Homes & Living is one of the most successful magazine launches we've seen in the last 10 years"
— Coast to Coast Newsstand Services

Advertorial designs

In addition to standard advertisement designs, I was responsible for the design of 'advertorial' features in each issue, blending editorial and advertising content to enhance reader engagement and effectively promote advertiser messaging. Below are a few examples of such advertorial features.
'Look What I Found' advertorial feature. This issue's theme, 'Bling, Sparkle, Comfort & Joy' for the holiday issue.
'Look What I Found' advertorial feature. This issue's theme, 'Fresh Finds for Your Kitchen & Dining Room'.
'Look What I Found' advertorial feature, Vancouver edition. This issue's theme, 'Refreshed Finds for You', featuring reclaimed, vintage and antique decor.
On the left, the 'Look What I Found' advertorial feature, Vancouver Island edition. This issue's theme, 'Refreshed Finds for You', featuring reclaimed, vintage and antique decor. On the right page, a single-page ad design for KMA Chartered Accountants.
On the left page, the 'Look What I Found' advertorial feature. This issue's theme, 'Freshly Organized Finds for You'. On the right page, a single-page ad design for TJY Home Furniture.
Advertorial feature for Eric Langhjelm, one of H&L's Top Real Estate Professionals.
'The Fast & The Luxurious' advertorial spread for Homes & Living Magazine.
'The Fast & The Luxurious' advertorial spread for Homes & Living Magazine.
'Society' event spread for the Interior Design Show (IDS West), featured in Homes & Living Magazine.
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Advertorial features

  • Look What I Found!
  • H&L Top Real Estate Professionals
  • The Fast and the Luxurious
  • Society

Featured ad designs

  • Homes & Living Magazine
  • TJY Home Furniture
  • KMA Chartered Accountants
  • RE/MAX, Vancouver Property Group

HLMagazine Website Redesign

As an added responsibility, I led a redesign project of the Homes & Living company website — HLMagazine.com.
Mockup of HLMagazine.com homepage on a laptop, featuring animated banner of magazine covers.
www.HLMagazine.com Redesign

Discovery

Project discovery sessions revealed that the existing website was hard-coded and out of date, with no current staff members trained on how to edit content.

Strategy

I developed an updated sitemap and wireframed initial layouts in LucidChart, designed creative concepts in Photoshop, and prototyped key workflows in InVision.

Development

Development of the site was contracted to a local WordPress developer, with whom I coordinated to oversee development of the new CMS-enabled website.
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The site featured bi-monthly releases of online exclusive articles and an advertiser directory including pdf brochures and product catalogs.
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An annual subscription workflow was developed, with PayPal integration for online purchases.

Content & Maintenance

I took on the responsibility of content implementation and ongoing site maintenance, ensuring that an up-to-date and user-friendly online presence aligned with brand objectives.

Results

The new Homes & Living site launch had a significant impact across key metrics.
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Overall Site Engagement
Increased time spent on the site and a lowered bouncer rate.
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Magazine Subscriptions

A dramatic increase in monthly magazine subscriptions.
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Social Media Presence

Increased social media followers and engagement across platforms.
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Newsletter Sign-ups

A growing number of H&L's newsletter sign-ups.

Project Tooling

Lucidchart Logo Icon
LucidChart

Information architecture diagrams, wireframing.
Adobe Photoshop Logo Icon
Adobe Photoshop
Creative design concepts, graphic assets.
InVision Logo Icon
InVision
Prototyping interactions and workflows.

Magazine Display Stands

Background

Retail advertisers of Homes & Living could receive a magazine display stand to provide customers with complimentary back-issues of the magazine.
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When I began my position, these stands were poorly constructed cardboard displays, which were not holding up well. Most advertisers had moved them out of their customers' view, which defeated their purpose.
H&L Magazine Stand.

Assignment

I was tasked with replacing the stands — which meant sourcing a supplier that could deliver 100+ new stands that would say 'luxury', and stand the test of time.  

Results

I found a magazine stand style that aligned with the Homes & Living brand image, and tracked down a supplier that could fulfill our order.
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These magazine stands were assembled and delivered to advertisers across Vancouver, Calgary, and Vancouver Island.

Features

  • The upgraded stands feature a sturdy aluminum frame and base that will stand up over time
  • Capacity to hold up to 90 magazines
  • Custom Homes & Living banner graphic, which can be easily replaced to update messaging
  • Magazine subscription card holder
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