MarTechExec is an online publication created to address the informational needs of the rapidly growing marketing technology landscape. At start, the site needed a complete brand identity and layout. In addition to being simple and modern, the design needed to feel less paternalistic/masculine than other similar sites. Women marketing professionals increasingly outnumber men, and it was important that the site feel inclusive to all users.
After many iterations, the visual identity we settled on was very bright and approachable. The main value of the site lay in it’s well researched content, so I decided on an understated use of typography to avoid distraction. Bitter was used sparingly for headlines, while Assistant provided a highly legible paragraph font.