The situation
Roots was a print magazine. In 2021 it stopped publishing in print. A dying medium, or a new beginning?
The website was built for print — static, outdated, with no thought given to the digital reader. A Facebook page existed but without a consistent strategy.
What we did
We started from the question: what is Roots in digital, actually? Who are the readers? What brings them back? The answers to those questions determined the redesign, the structure, and the editorial direction.
The new website was built as an online magazine — readable typography, well-organised article archive, fast loading on mobile. The magazine’s visual identity was preserved; the digital form complemented it.
Social media management covered regular content creation, scheduling, reader communication, and monthly performance reporting.
What came of it
A medium that continues to exist — differently, but with its identity intact. Organic Facebook reach grew consistently. The website functioned as the centre; social media as its extension.