Alta Publishing

Growing and engaging a new audience in a saturated media landscape.

Alta magazine began as a shoestring collaboration between like-minded creatives who wanted to cover topics in a fresh way. Throughout the years, the company grew but rival publications were proliferating and the business’ original mission needed to be reassessed.

The Brief

Since its inception, Alta publishing had been a stalwart of contemporary cultural writing but the company had gone through substantial leadership turnover. The brand had a loyal following but wasn’t reaching new audiences which was subsequently inhibiting growth. Technology challenges were also pervasive causing unnecessary effort and strain. The directive: inject new life into the brand and set it on a course for success.

The Approach

The brand had to project sophistication but with a fresh and contemporary attitude. Interviews revealed insights into how online content could be improved including UX attributes that needed to be addressed. A complete content audit was conducted which was the catalyst for the retooled publishing workflow that directly tied to marketing goals. The company would also develop an internal onboarding manual to encourage collaboration and team building.

The Result

The brand launch was done in two stages—internally, then externally. The internal feedback on the new aesthetic was exceedingly positive with the staff appreciating the guidance and explanation of changes. The publishing system overhaul dramatically reduced workflow times and improved consistency. The sync with social accounts and more time for special features allowed content to be more easily monetized across channels.