This online magazine, from the style mavens of Australian fashion retailer duckeggBLUE, functions both as a catalog and a design glossy, featuring loads of industrial and antique decor inspiration along with backstory on vintage treasures and modern makers. Rachel Peachey and Paul Mosig of Racket were set the task of site design and technical production, and the challenge of translating the content producers’ ideas—which were firmly based on a print model—into a flexible web format.
“There was a lot discussion about what is and isn’t possible in this medium,” said Mosig. “This is an ongoing challenge, as obviously in print the outcomes are very predictable, whereas the web is infinitely more complex when trying to achieve very exacting design.”
Like a traditional glossy, the team’s design is lead by strong typography and editorial photography, with added video, audio and touch-enabled interactive elements that take advantage of the web context. The site was built in a highly customised version of WordPress, as the magazine’s producers—an art director along with several freelance photographers, stylists, writers, editors and curators—needed a sophisticated content management system capable of managing the numerous page designs. “It was key to the long term sustainability of the project,” said Mosig. “The client is able to manage around 90 percent of content entry and publishing per magazine edition, which makes it economically feasible.”
// From our friends at Communication Arts