Creative Renewal

A top to bottom creative refresh for Washington, DC's flagship LGBT arts and culture publication
Creative Direction

Metro Weekly

Metro Weekly is one of the DC metro area's finest arts and culture publications. Eyeing its 20th year in print, and having survived the industry's monumental shift to online publishing and social media, the publication was primed to refresh its creative and business practices.

Project type
Creative Direction, Consulting
Client
Jansi, LLC
agency
publication
Metro Weekly
illustrator
model
Making the transition

Metro Weekly has a long history of producing some of the most engaging cultural criticism and lifestyle content in the DC Metro region. By 2014, although they were still publishing after a decade of the print advertising erosion experienced industry-wide, they were struggling in their adaptation to digital mediums and sought to do so in a way that would enable them to sustain and grow the publication.

During our work together, Cunetto Creative consulted in nearly every area of the client's business. Working directly with publisher Randy Shulman, we advised him toward strategic solutions that united the editorial, business, creative, and content areas of his magazine.

Strengthening the product

As a core component of any media business, great creative is make or break. We designed covers, feature stories, created photography, illustration, and client ads; we were the full-service creative support system for Metro Weekly's art director and publisher. Working hand-in-hand every day, and on a weekly print schedule, we created a diverse set of deliverables that were a key component of the publication's quality.

Better brand experience, primed for growth

Beyond creative development, we identified key areas of the client's business and brand practices that were brought up-to-date, streamlined, and designed to more effectively deal with today's digital media consumption and distribution landscape. This included a brand-new e-mail template, social media consultations, and a critical digital and social-first content capture and distribution plan authored and deployed during their coverage of the 2015 Capital Pride celebrations - a yearly, flagship issue for the brand. We also spearheaded the revision of client ad products - creating offerings that saw ad sales double in the month following their deployment.

The results speak for themselves: a refined brand experience, brand-specific art direction and design, and business tools created specifically to position the client for ongoing success.  

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