Case study: complete magazine website rebuild
A digital home for Black culture in Scandinavia
A magazine with a photographer’s eye and a strong point of view about Black culture in Scandinavia needs room for more than a feed of stories. Krull’s readers come for fashion, culture and perspectives they do not find neatly represented elsewhere. The website has to make that editorial world inviting, and give its next chapters a place to grow.
My role: Strategy conversations, complete website rebuild and editorial planning; wellness editorship and community platform in development.
A magazine with more to say
Krull Magazine needed more than a visual refresh. Through extensive strategy conversations with its owner, I rebuilt the website around the publication’s voice and the people it serves. We’ve also mapped the next editorial steps: a wellness category that I’ll edit, plus Afrofuturism and Black fashion designer categories. I’m developing a community platform so the magazine can bring readers into conversation, and we’re discussing advertising placements as a possible revenue stream. Those additions are plans and work in progress; the website rebuild is the finished foundation.
Advertising without losing the magazine
We are discussing ad placements as one possible income stream. Where an ad appears and how it feels matters: revenue should support the publication without crowding out the writing or diminishing trust. This is still a strategic discussion, not a launched ad product.
A magazine has so much knowledge behind every issue. I wrote a little more about making that depth useful online. Want to read it?
Where the brief became bigger
A complete rebuild was the visible job. In conversation, a larger question emerged: what could the magazine become for the people who read it and contribute to it? We mapped editorial spaces for wellness, Afrofuturism and Black fashion designers, then considered how readers might meet the editors and one another. That strategic work gives the design a reason to exist.
A magazine rebuilt for what comes next
The old site could not carry the publication Krull is becoming. After long conversations with its owner about its readers, editorial voice and ambitions, I rebuilt the website as a stronger home for the magazine. The live site above is the finished foundation; the additions below are the next stage.
Editorial categories with a point of view
We decided to develop three clearer editorial territories: wellness, which I will edit, Afrofuturism, and Black fashion designers. Each deserves its own space and discoverable path through the magazine, while still feeling unmistakably Krull. The categories are part of the editorial work ahead.
Community features
I’m developing a community space where readers can engage with editors and one another around specific articles and events. The aim is to make a story the beginning of a conversation, with thoughtful participation that the magazine can sustain. This platform is in development.