![]() ![]() For her, coming up with a name and logo also meant thinking about how it would translate to a Twitter avatar. Schriefer’s team worked with the marketing and social departments from the start to make sure everything could translate from platform to platform. “It went through a lot of hands,” said Rhodes. It then went back to New York where a creative director and art director worked on deeper style guidelines and Schriefer’s web development team handled and built the specific site design details. ![]() During a brand review of other women’s media sites, Rhodes noted that most sites focused on fashion or celebrity, whereas they believed that “women were actually very interested in real news and real conversation.” Schriefer emphasized, “we did not want it to be Vice for girls.”īroadly was conceptualized in New York while the primary development of Broadly’s look was done in Los Angeles with Rhodes’ team. “We were pretty adamant we didn’t want it to be the Vice look but just pink,” Schriefer explained. Around the same time these mission-based and content-based elements were established, Schriefer and a digital designer came onboard to work on the general look and feel of the site, as well as the general UX. ![]() Broadly was “conceived to fill that void, not just the void at Vice but also the void in women’s media in particular,” Schriefer said.Īfter coming up with the concept and editorial mission statement, Shanon Kelley, Broadly’s publisher, approached Rhodes to start building the initial pitch deck. Although Vice’s audience typically consists of what Schriefer called a coveted demographic for advertisers - 24-year old men - this also meant there was still half of the population that they were not, but could be, reaching. Tracie Egan Morrissey, Broadly’s Editor-in-Chief, came to Vice with the proposal for a women’s focused channel last year. I was curious about how Vice designed and launched Broadly, a site that is simultaneously so different from any of their other verticals in look, feel and audience, yet retains Vice’s edgy aesthetic.Īccording to Amy Schriefer, Broadly’s Senior Digital Producer, and Dersu Rhodes, Design Director for the Los Angeles headquarters, the major guiding elements were a strong editorial mission, a clearly defined aesthetic and the collaborative, multiplatform ecosystem that is Vice Media.īroadly's homepage forgoes Vice's typically heavy fonts and busy pages for a cleaner look, including a color that the team refers to as Broadly Blue.īroadly started with a definition of its mission and sensibility. Unlike the heavy black color scheme and font weights of Vice Media’s other sites, Broadly was bold in its use of color, typography and grids. How could you not like clowns when they symbolize limitless possibility? That’s Annabel’s take, anyway.When Broadly, Vice’s female-centric vertical debuted on August 3, 2015, I was struck not just by the kinds of content they were putting out, but also by its clean yet personable design that complemented its unique voice. Zero is nothingness, where all potential stems from. ![]() Why clowns? She associates them with The Fool in the tarot, card number zero. She is also an expert on tarot, is both a cat and a dog person, a fan of perfume and interior design, and loves clowns. You can learn more about her upcoming mentorship program here.Ĭollaborations include the Supercharge Candle with Snakes for Hair, as well as the cult favorite perfume created with celeb perfumer, Marissa Zappas, Annabel’s Birthday Cake. She’s presented talks on astrology, tarot, and the occult for over a decade, and is known for her grounded and humorous approach. Annabel Gat has been writing the daily and monthly horoscope column at VICE since 2015, and is the author of The Astrology of Love & Sex (Chronicle Books, 2019) and The Moon Sign Guide (Chronicle Books, 2022).Ĭertified by the International Society for Astrological Research, Annabel loves teaching others about astrology. ![]()
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