Branding

Challenge

After more than two decades in print, St. Charles Avenue magazine had a loyal readership and a strong reputation, but its visual identity no longer reflected the sophistication of its audience or the modern direction of the city’s social scene. The challenge was to elevate a beloved publication without losing its roots, to make it feel timeless but with fresh relevance.

Solution

The redesign began with a refreshed logo: classic, elegant, and rooted in the magazine’s legacy while signaling a more modern voice. From there, every element was reconsidered—typography, photography, and tone—resulting in a livelier magazine filled with more of what our audience wants to see. The new direction emphasizes diversity and community impact. We broadened representation across fashion and lifestyle stories, featuring a wider range of faces and body types, and shifted the editorial focus toward local fashion, shopping, and philanthropy to celebrate nonprofits and support small businesses. The redesign brings clarity and rhythm to the layouts, creating space for people and products to shine. The result is a publication that feels both elevated and inviting, a reflection of the city’s high society, beautifully reimagined for today.