I leaped at the opportunity to design & construct Vital Magazine's inaugural online home. Begun by two brilliant and caring friends, it's a gem of well-considered, worth-your-time writing.

The details are, of course, vital to making such an identity feel special but not precious. With a few precise alterations, I turned stock Bodoni into a sophisticated custom wordmark for the masthead.

I built a private ad-serving system for the site, allowing the authors to roll their own ads and avoid the relatively content-uncontrolled unpredictability of third-party networks.

Careful type and design choices, applied to a mostly-prefab template, achieved just the right balance of project cost, future-proofing, and ready-at-launch functionality.