Louisville Distilled, a weekly local online magazine, has launched a site redesign to deliver a better experience for its readers as they explore the stories of Louisville. The adaptive design led by local design company Kale & Flax will present the stories in the best format no matter the device it’s being viewed on and will focus more on long-form stories.
“At the core, the site redesign was about readers and the need to deliver the positive, authentic stories of Louisville they enjoy so much in the way they’re most often accessing information – mobile,” said John Guthrie, Publisher, Louisville Distilled. “During the project, we and our partner Kale & Flax also saw the opportunity to provide more flexibility and better efficiency in the operations process that will also benefit our readership.”
The redesign also includes the introduction of a new logo and teal into the Louisville Distilled color palette. Teal represents Clarity, Idealism, Creativity, Compassion, Self-Sufficiency — all words that sum up a city focused on bettering each other by bettering themselves.
“Stories, people, and neighborhoods are at the forefront — it’s not about cramming as many micro-breaking news stories as possible,” said Tarik Nally, Founder & Creative Principal, Kale & Flax. It’s about sitting back, and taking the time to understand someone’s story, perspective, passion, and hustle. It’s about connecting neighborhoods to the people who serve them, and people to the city that desperately needs them to stay active and passionate.”
Launched in 2015, Louisville Distilled focuses on telling Louisville’s story in an authentic positive way through its people, organizations and businesses, and neighborhoods.
“With more than a year of data we learned that our long-form feature stories about people, places and organizations is what readers focused on, and that’s what we enjoyed doing most, so we cut out some the smaller, shorter, more time-sensitive content to allow us to do more of what our readers wanted,” said John Guthrie, Publisher, Louisville Distilled.
“The easy-to-read, clean design draws attention to our weekly features. We wanted the design to better reflect our mission of telling the stories of those working to make our city a better Louisville and to build connections through those stories,” said Melanie Wolkoff Wachsman, Managing Editor, Louisville Distilled.
Readers can view the new design and subscribe to the weekly newsletter at LouisvilleDistilled.com.