FREUNDIN MAGAZINE

Client
Hubert Burda Media

2019–2023
Art Director

From 2019 to 2023, I was Art Director of freundin, one of Germany's leading women's magazines, and led a team of five. Together with the editorial team, we relaunched a 75-year-old brand: new typography, new imagery, a simplified logotype, and a consistent look from print to social media and video. The relaunch won the European Publishing Award 2021 in the category Lifestyle, Fashion & Beauty, and in the same period freundin became market leader for the first time.

before

after

before

after

The relaunch touched every level of the brand. We moved the typography to a clear, highly legible sans serif, gave the imagery a calmer and more emotional look, and simplified the logotype while keeping it recognisable. Over almost four years, we redesigned more than 11,000 pages, issue by issue, rather than in one big cut. The same visual language carried over to social media and video, so the brand felt like one piece wherever readers met it.

Over almost four years, we created more than 70 covers. Working with photographers, illustrators, the editor-in-chief and the photo desk, each cover had one job: to stand out at the newsstand in a few seconds and still feel unmistakably like freundin. Seen side by side, they show how the brand evolved from issue to issue.