Challenge 

Reverse declining newsstand sales and re-energize a legacy holiday title—while maintaining the brand’s recognizable formula. 

APPROACH 

● Conducted trend and market analysis across home, fashion, and social to identify a shift toward nostalgic, moody, and richly layered holiday aesthetics 

● Concepted and pitched a refreshed cover direction— blending classic Christmas elements (mantle, tree, gifts) with a more modern, elevated color palette 

● Led art direction to evolve the brand’s visual tone while preserving core identity 

● Extended the strategy into influencer partnerships—featuring creators whose personal aesthetics aligned with the issue to amplify reach across social channels 

● Partnered cross-functionally with the Better Homes & Gardens monthly team to amplify reach—integrating content into their December issue and digital platforms with direct purchase pathways to drive sales of the Christmas Ideas issue 

IMPACT 

● Repositioned the title with a more contemporary, trend-aligned visual identity 

● Drove renewed audience interest and engagement, informing future creative direction for the brand