The World of Chinese Magazine
Redesign for English language magazine about modern Chinese culture
Redesign for English language magazine about modern Chinese culture
Art Direction: Daniele Nicoletti | Graphic Design: Matt Culbreth | Illustration: Ana Kozhevnikova
The World of Chinese Magazine is an English publication based in Beijing, China that introduces Western audiences to Chinese culture and Chinese language. Taking a modern theme for each issue, the magazine uncovers how contemporary issues affect Chinese society and culture. At the end of 2010, we worked to revitalize the look of The World of Chinese, redesigning the company’s visual identity, as well as the look and feel of the magazine to be more attractive to its target audience.
The World of Chinese Magazine had been around for several years, but was not selling the number of copies they had hoped to. The magazine‘s main problem was that its design was not in line with its marketing strategy. It needed to be redesigned to meet the desires of a predominantly male, Western audience between the ages of 22-25 who were interested in learning more about China and Chinese culture. We sought to design a magazine that maintained an intellectual tone, while also appealing to a younger, design concious audience.
The World of Chinese Magazine had been around for several years, but was not selling the number of copies they had hoped to. The magazine‘s main problem was that its design was not in line with its marketing strategy. It needed to be redesigned to meet the desires of a predominantly male, Western audience between the ages of 22-25 who were interested in learning more about China and Chinese culture. We sought to design a magazine that maintained an intellectual tone, while also appealing to a younger, design concious audience.
