AMAZING HAPPENINGS DIGITAL MAGAZINE
CONTENT DESIGN & STRATEGY
CreativeDrive's digital magazine for creators and culture.
SITUATION
CreativeDrive needed a way to humanize its advanced production capabilities and build relevance with the creative community. The solution had to be editorial, experience-driven, and scalable - something that could speak to creators, clients, and internal teams alike.
TASK
As Creative Lead, I was responsible for launching an original online magazine that would:
• Shift perception of CreativeDrive from production vendor to cultural partner
• Amplify diverse creative voices across industries and disciplines
• Establish an owned editorial platform that balanced brand storytelling with audience value
CreativeDrive needed a way to humanize its advanced production capabilities and build relevance with the creative community. The solution had to be editorial, experience-driven, and scalable - something that could speak to creators, clients, and internal teams alike.
TASK
As Creative Lead, I was responsible for launching an original online magazine that would:
• Shift perception of CreativeDrive from production vendor to cultural partner
• Amplify diverse creative voices across industries and disciplines
• Establish an owned editorial platform that balanced brand storytelling with audience value
ACTION
EDITORIAL STRUCTURE
I built a fixed, monthly content model of 18 feature pieces per issue, structured to encourage discovery and rhythm:
• 2 Conversations (in-depth interviews)
• 4 Creative Spotlights
• 4 'People We Admire' (curated profiles)
• 4 Culture articles
• 4 Technology articles
Recurring features like No Comment (video essays), Coffee Links (curated finds), and Proverbs (standalone quotes) added editorial flexibility and tonal variety.
Each issue was centered around a unifying theme, driving narrative cohesion across categories.
INFORMATION ARCHITECTURE & UX
I designed the content structure around three primary pillars:
• Creators (Conversations, Innovators, People We Admire)
• Culture (Ways of Life, Ways to Create, Behind the Drive)
• Technology (Trends, Tools, Speculation)
Navigation avoided heavy menus in favor of inline tagging and section-based browsing, allowing users to move laterally through content without dead ends. Every decision prioritized readability, curiosity, and flow.
I created wireframes and user flows to test the concept and collaborated across editorial, design, and dev teams to align on implementation.
VISUAL DESIGN & TONE
The magazine's identity was editorial-forward, bold but approachable. Key UI elements:
The tone was designed to be smart, inclusive, and anti-jargon - speaking to the creative community without pandering.
RESULT
AMAZING HAPPENINGS launched as a flagship editorial property and helped reposition CreativeDrive as a culturally fluent, creator-first brand.
It drove internal alignment around voice and mission, grew external engagement steadily over its first year*, and set a new standard for how CreativeDrive could tell its own story - not just produce others'.
This shift in positioning contributed to a $300M acquisition by Accenture, tripling the enterprise pipeline and validating the brand’s strategic value.
*please note that CreativeDrive was acquired by Accenture in sstarting in 2020 and all of its sites were subsumed under AccentureSong, which prioritized different goals.
EDITORIAL STRUCTURE
I built a fixed, monthly content model of 18 feature pieces per issue, structured to encourage discovery and rhythm:
• 2 Conversations (in-depth interviews)
• 4 Creative Spotlights
• 4 'People We Admire' (curated profiles)
• 4 Culture articles
• 4 Technology articles
Recurring features like No Comment (video essays), Coffee Links (curated finds), and Proverbs (standalone quotes) added editorial flexibility and tonal variety.
Each issue was centered around a unifying theme, driving narrative cohesion across categories.
INFORMATION ARCHITECTURE & UX
I designed the content structure around three primary pillars:
• Creators (Conversations, Innovators, People We Admire)
• Culture (Ways of Life, Ways to Create, Behind the Drive)
• Technology (Trends, Tools, Speculation)
Navigation avoided heavy menus in favor of inline tagging and section-based browsing, allowing users to move laterally through content without dead ends. Every decision prioritized readability, curiosity, and flow.
I created wireframes and user flows to test the concept and collaborated across editorial, design, and dev teams to align on implementation.
VISUAL DESIGN & TONE
The magazine's identity was editorial-forward, bold but approachable. Key UI elements:
- A layered homepage split into three zones:
- Light: for brand voice and top-level framing
- Theme: spotlighting the issue’s narrative arc
- Feed: a scrollable stream of rich content
- A flexible grid system built for both longform and shortform content
- Dynamic image treatments and bold typography
- Strategic use of CTAs, quotes, and expandable modules to guide engagement without overwhelming the reader
The tone was designed to be smart, inclusive, and anti-jargon - speaking to the creative community without pandering.
RESULT
AMAZING HAPPENINGS launched as a flagship editorial property and helped reposition CreativeDrive as a culturally fluent, creator-first brand.
It drove internal alignment around voice and mission, grew external engagement steadily over its first year*, and set a new standard for how CreativeDrive could tell its own story - not just produce others'.
This shift in positioning contributed to a $300M acquisition by Accenture, tripling the enterprise pipeline and validating the brand’s strategic value.
*please note that CreativeDrive was acquired by Accenture in sstarting in 2020 and all of its sites were subsumed under AccentureSong, which prioritized different goals.
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+ CREATORS SECTION TEMPLATE +
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