Cracked Rebranding
I proposed a full redesign for the comedy brand Cracked, elevating the site’s look while keeping its signature humor and playful voice. My concept included updated contemporary colors, thoughtful imagery to pair with witty headlines, and magazine-inspired textures that nodded to Cracked’s print legacy.
Position: Art Director, Graphic Designer
My Role: Branding/Identity, Strategy
The logo had not been updated significantly since the print magazine was founded in 1958. The mustard accent color and stroke were outdated and difficult to use in digital applications.
The existing identity reflected an earlier chapter of the brand. As the company evolved and began courting larger advertisers and industry partners, its visual language didn’t match its ambition.
Proposed Rebrand
As competing entertainment sites leaned into strong, professional imagery, it became clear the brand needed a more cohesive art direction to better match industry expectations.
The go
Working with the Editor in Chief who had announced a new editorial direction, we decided the new direction needed to be…
clever, playful, premium, & considered
Referencing predictions of trend forecasters, I picked a playful yet modern color palette.
Applied Design
Although the redesign was executed by an external team, I stayed closely involved through executing brand standards, running A/B tests and adjusting design to ensure the final site met the company’s quantitative goals, and ensuring Digital ADA compliance. My proposal ultimately inspired the update across all platforms, guiding both the visual and functional refresh and helping boost user engagement.
Position: Graphic Designer
My Role: UX Design Updating, Brand Style Guide Application