Modernizing PMC Publications: A Technical Design Story
Penske Media Corporation (PMC) is a leading global media and information services company renowned for its portfolio of prestigious brands across various industries. As part of its ongoing commitment to digital excellence, PMC undertook a visual language modernization project for two of its iconic publications: ARTnews and Variety.
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STRATEGIC APPROACH
Our team recognized that implementing these visual changes would require careful planning and execution. The long-established digital platforms had developed sophisticated architectures that supported critical functionality.
We approached the project with a deep respect for the existing systems, developing implementation strategies to enhance rather than disrupt the platforms’ core strengths. This methodical approach allowed us to address the inherent complexities of mature digital products while delivering meaningful improvements that preserved SEO rankings and leveraged the full capabilities of the WordPress VIP platform.
01.
Modernizing an art authority
As leading voices in the art world, ARTnews and Art in America intersect through a shared digital platform. While each publication maintains its distinct identity—ARTnews as a global leader in art reporting and Art in America as a cornerstone of in-depth criticism—their digital presence is seamlessly integrated, offering a comprehensive resource for art professionals and enthusiasts alike.
The digital roadmap for ARTnews and Art in America was outlined in detailed design specifications, with a particular focus on elevating Art in America’s digital presence. Our challenge was realizing this ambitious vision while maintaining the delicate balance between development expertise and design sensibility.
02.
Elevating an entertainment powerhouse
Variety.com is the entertainment industry’s premier digital news destination. The platform delivers critical industry coverage to a global audience, balancing breaking news with rich multimedia content across video galleries, digital magazines, and industry analysis.
For this high-profile transformation, meticulous attention to detail guided the implementation of design advancements that refreshed the visual experience while honouring the platform’s authoritative legacy.
03.
Quality framework development
The project’s complexity demanded rigorous testing across a diverse content ecosystem—from video galleries to digital magazine experiences—to maintain visual consistency and performance across every touchpoint. Our team developed a comprehensive testing methodology to verify style implementations. This approach included regression testing protocols and systematic verification of design elements, creating a robust framework for future updates and modifications.
04.
Platform-wide refinements
The digital transformation encompassed fundamental updates across both platforms, establishing a refined visual foundation through new typography, colour systems, and layout principles. Navigation architecture was restructured to enhance content discovery across devices, while landing pages and homepage sections were optimized to showcase editorial content more effectively. The article experience received particular attention, with modernized content components that give editorial teams greater flexibility in storytelling. These cohesive updates touched every aspect of the user journey, from initial engagement to in-depth content consumption.
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