Working Mother Redesigns

Working Mother has been the go-to resource for a generation of moms striving to balance kids and career. Creative Director Ebelinda Antigua has just finished a redesign of the Bonnier title and shares some of the thoughts behind their process...

For the redesign of Working Mother, the overall goal of the creative team was to design a simple and clean magazine to reflect a working mom's life.

The cover of the magazine (above) tells readers how much time the shortcuts in the issue will save them.

(above: new TOC pages)

The new architecture of Working Mother reflects the structure of a working mom's daily life, divided into "Morning," "Day," and "Evening" sections, each tailored to provide time-saving strategies and advice for the challenges and opportunities she faces throughout the day. A "Weekend" section helps her make the most of downtime with her family. Throughout, departments and features have been reinvented with font and architectural changes. The overall design goal was to create a clean and easy-to-navigate magazine both visually and editorially.

Morning helps her start the day off right, with energizing breakfast ideas and tips. Here we use bold icons and eye-catching images.

Day addresses work-family balance, and how childcare and financial issues may impact her career; we introduced fun illustrations and pages that are easy to navigate.

Evening offers ways to make the most of the dinner -to-bedtime rush with pages that give time to every aspect of the evening.

Weekend gives her fresh ideas for catching up on quality time with her spouse and children -- and for finding some time for herself.

The features have been reinvented with simple solutions and beautiful photography.

Each issue ends with "Time for You," a page that offers fun suggestions for simple ways readers can enjoy those precious extra minutes they gained by reading the magazine and following our time-saving tips.

The Working Mother creative team includes:
Creative Director: Ebelinda Antigua
Senior Designer: Sabrina Hall
Photo Director: Ryan Cline

Hey! You've probably got some NEW WORK to share, and we want to see it! We'll welcome anything that's gone to the printer recently, something you're especially proud of and think might be inspiring to the membership and readers of Grids. We'll note the credits and the publication and shine a little light on the latest and greatest in publication design.

Please reduce your layouts to no larger than 1200 pixels wide and don't forget to include all relevant credits and a little background (if you feel like). Send your submissions to tips@spd.org and we'll post them as we get them.

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PREVIOUSLY IN NEW WORK:
The Year In Ideas 2010
The Hollywood Reporter Relaunch
A Look at the Redbook Redesign