Institutional Investor magazine redesign
Rebranding a trusted Wall Street stalwart as a forward looking, digital savvy media company.
Redesign, Rebranding, Art Direction, Storytelling, Typography, Ideation![](https://freight.cargo.site/t/original/i/01799ff9e97feb47e772c273fe2efb32884c46327080600109c9144e466630d9/Ii_TopGun.jpg)
![](https://freight.cargo.site/t/original/i/a50296fd08eab8c1124f4155278453c60234d45c158b69ce969cd102e70b743f/Ii_techTonic.jpg)
The redesign was part of an effort to attract a younger readership and reposition the brand as a digital savvy media company ready for the digital age. As such, the magazine needed to not only reflect its 50 year past, but also look fresh and young for a new demographic. The result is a modernist feel that not only appeals to its established readership but also to a more tech focused audience.
![](https://freight.cargo.site/t/original/i/cdb4ea6008ace7bb64ef3672503e7ae21047eff3cea5165167e68bbec396023f/Giants_cov.png)
Pre redesign cover
![](https://freight.cargo.site/t/original/i/8693fecbfacabf802952e4dda07295b0d75260cc1e2e0de7a408d0968a9ea90b/Ii_Odey.jpg)
![](https://freight.cargo.site/t/original/i/c4d47873abd0936d750a7dba701984d2238c68e3bfb386cd09abd6966621f342/Ii_Odey_sp.jpg)
![](https://freight.cargo.site/t/original/i/6e90de1c31d439089d6d128606fcd352580f40a4d4183f7b8a4e7658e331c51d/ii_masters_single.jpg)
![](https://freight.cargo.site/t/original/i/fe68e78a8dcf1340d4e3a67497e68eeaf6052833d63cb174d044d77d3e5167c4/ii_numbers_single.jpg)
The redesign included a bold new typographic approach and a more visual display of information; a reorganization of the content to better align with the magazines website; and the implimentation of the new identity across all digital and print properties.
![](https://freight.cargo.site/t/original/i/0684145cb52b1c417afcf738d9abe6dc190086bb6d3458217ca3b0e2017e0cf8/Ii_enterprise.jpg)
![](https://freight.cargo.site/t/original/i/c9e6763f2213f46da5f613eb0dfb90a135976f988053d26c1289179f3ebbf8dd/II_mrFixIt.jpg)
![](https://freight.cargo.site/t/original/i/27ec735e312f3755d1b2ab0975fded39cb269778925f698cdb0cdac5a9f2e505/ii_aggassi_single.jpg)
![](https://freight.cargo.site/t/original/i/d7ef56393c462c214becba1240f9c3997fd71b2de3adb5c997b269211cb52403/Ii_TheView_sp.jpg)
![](https://freight.cargo.site/t/original/i/d62d31f7635c239dbc4a41ea3be1743bc9ceb09406e676aa720f1588431b3271/ii_anxiety2_sp.jpg)
![](https://freight.cargo.site/t/original/i/48d4f38cb046d1a19d0295915a4a7ecee0b02e2318e0bb26b18a80a5203cce5a/ii_ghana_sp.jpg)
![](https://freight.cargo.site/t/original/i/e4ee608ed9673470dd2f9c120f1375d8469499ce443c41d15c18e2fb1934b33f/ii_Ghana2.jpg)
![](https://freight.cargo.site/t/original/i/21bc8aa0cd5ab94c06f4504fa0c76142338571ea405cdf819b867ac40d2eb112/Ii_50.jpg)
![](https://freight.cargo.site/t/original/i/e211b4fa620a0ef2d26c07b9d6d9d8d4ff3115473d6d3e5c9f1487bb2a51c1b1/Ii_Beijing.jpg)
![](https://freight.cargo.site/t/original/i/ddcff24614a71210169cbff84e4eaddbcc706d58fd7461e62cdc088f1208f41b/ii_abe_sp.jpg)
![](https://freight.cargo.site/t/original/i/39517d87bf8910cd6b58c3f1920d4a4b54d3a65a30c9ebdebb0defaf093a6319/ii_groupThink_sp.jpg)
![](https://freight.cargo.site/t/original/i/6badfb472dc0f731598afc352cc615ad75a9cbf360c99980957216c6ba452234/Ii_map.jpg)
The result is a younger, more modern look and a more accessible reader experience.
![](https://freight.cargo.site/t/original/i/3eaca5f3702add64f59cfa17d8b89135ee99387325af23348e3d0b99acfc024a/ii_toc_single.jpg)
![](https://freight.cargo.site/t/original/i/3391b713ed29a18db638e4f911b87bed6dd2c9bf0742884179dd0584eb286336/ii_zero_single.jpg)
![](https://freight.cargo.site/t/original/i/04ccb76fc611df32d96a2f21d9702b4170e8efb1d7afb5e0117157b8eb27b9eb/ii_christina_single.jpg)
![](https://freight.cargo.site/t/original/i/84d043fac04cfa4517e8a08784098bef66569dbd02df36d284518af367aedba6/ii_entreer_single.jpg)