Aha Media Group provided content strategy, brand strategy, and content development for the redesign of the Time Inc. website.
In light of their successful spin-off from Time Warner in 2014, Time Inc.’s CEO, Joseph A Ripp, called for a new site that better communicated the brand’s unique value. Working alongside design strategy firm Global Moxie, Aha Media provided content strategy and content development for this influential media company during an exciting time of change and flux.
“Time” may be a household name, but the brand still conjures a strong association to the magazine. Our goal was to develop content that spoke powerfully to the global influence of this leading media company, which represents more than 90 brands, 50 global offices, signature franchises and one-of-a-kind events. How do you explain an entity as big as Time Inc.? Each one of their brands—from Real Simple to PEOPLE to Travel & Leisure—know their readers and how to communicate with them. But what about the TIME Inc. brand itself? The Aha Media team was excited to take on this challenge.
While Time Inc. was clear on their vision and direction, they soon realized that their brand could benefit from a thoughtful and strategic “soul searching” exercise focused on answering the important questions—who are you as a brand, what are you trying to say, how do you say it (voice and tone) and when and where do you say it (the editorial calendar).
In their first workshop, Aha Media and key Time Inc. stakeholders met to:
- Develop “personas.” To whom we are speaking, and what is the desired experience of those specific audiences on the site?
- Clarify and shape brand perception
- Explore messaging statements that articulate new brand positioning goals
- Set voice and tone guidelines
Aha Media captured these results in an editorial toolkit that was swiftly reviewed and approved by the Time Inc. team. The toolkit was then used to guide content strategy and development and to ensure consistent messaging and SEO throughout the site.
Aha Media’s writers took the ball and ran with it, crafting content that was informed by the collaborative and strategic exercises that came before it. The resulting content projected key messages—in particular, that Time Inc. is a forward-thinking and influential global media company that is setting the tone for today’s culture in print, on the web, on-the-go, and through unique live events.
Aha Media worked collaboratively with the team at Global Moxie to ensure a symbiotic relationship between content and user experience, populating their clean and powerful new design with bold claims to value. Our messaging emphasized Time Inc.’s reach across brands and platforms, elevating the company from lingering, anachronistic associations and enforcing the influential media company’s role as both a storyteller and shaper of today’s culture.
See our work at Time, Inc.