Above all else, it needed to respect the legacy of the Rod & Rifle brand.
THE BRIEF: Jo & Phil Caira purchased Rod & Rifle magazine in 2019. Print isn’t dead (nor is it dying) but they needed a strong digital present to support the magazine. The website needed to be modern and appeal to a very specific audience of keen hunters and fishers. Above all else, it needed to respect the legacy of the Rod & Rifle brand.
THE DESIGN: The result was a significant upgrade from the old Rod & Rifle website — in terms of design and user experience. It was much more simple to navigate so readers could easily access the articles, competitions, and other important information. We created a custom e-commerce store so customers could purchase merchandise, individual magazines, and subscriptions, including subscription-only articles locked behind a paywall.
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12.Creating a brand from scratch
