Refreshing the brand identity and community offerings on them
them is a next-generation community platform chronicling and celebrating LGBTQ+ stories, people and voices. Our product team collaborated with the them editorial team to introduce community-centered experiences and usher in a editorial new era with an updated look and feel to the site.
![](https://freight.cargo.site/t/original/i/cce6203991d69a2a70472d579a51d0df0e0bd7ab14cc35e4792ec9693cccf222/group-shot-1.jpg)
Brand
them
Time
Q2 2022
Services
Identity, Product Design
them
Time
Q2 2022
Services
Identity, Product Design
Team
Product Design: Jazzmyn Coker
Product: Brian Gottesman, Marylou Alvarez
Engineering: Mithun Sathyan, Sumit Maurya, Moshina Thajudeen, Harsha Somarajupalli, Jyoti Singh
Creative Direction: Sarah Burke, Wesley Johnson
Product Design: Jazzmyn Coker
Product: Brian Gottesman, Marylou Alvarez
Engineering: Mithun Sathyan, Sumit Maurya, Moshina Thajudeen, Harsha Somarajupalli, Jyoti Singh
Creative Direction: Sarah Burke, Wesley Johnson
Outcomes
- Refreshed brand identity within design system
- New homepage
- Community channels
- Increased Average Time on Page
![](https://freight.cargo.site/t/original/i/d252c05bd3ea03a316a8eabba7d0d4793a5f79555b1485a21d0cae320c1b5856/them-thumbnail.jpg)
A refreshed brand identity and homepage
To introduce a new era of them, we released a completely revised look for the homepage, refreshed brand identity and a new resources hub called “Answers & Advice”.
Before the refresh, them’s brand identity was not translated on the site and there was a disconnect between imagery and content.
![](https://freight.cargo.site/t/original/i/3d1b9c026b9c4392384659f726657789f718e9ae83e2b4f1400310731ca48270/them-desktop.png)
Nurturing the community
Them is all about community. As part of the site redesign, we introduced new subchannels and drivers to existing content based on community interests: “Answers & Advice”, “Community”, and “What to Read and Stream”
![](https://freight.cargo.site/t/original/i/9a2f7ca872ab489d0b85fc5f49eca6bda2f8c045543e4c6613d018faf5387065/answers-and-advice-animation.gif)
Answers & Advice
This new hub of community resources has become a key driver in organic search traffic, while keeping the audience longer on the site.
A driver to this hub is featured on the homepage with carousel that can be filtered by topic.
The hub’s subchannel page also features a filter sub-navigation menu to help direct visitors to content.
This new hub of community resources has become a key driver in organic search traffic, while keeping the audience longer on the site.
A driver to this hub is featured on the homepage with carousel that can be filtered by topic.
The hub’s subchannel page also features a filter sub-navigation menu to help direct visitors to content.
![](https://freight.cargo.site/t/original/i/a4566eae2e51b1e454ca29b1f4343abdfc487f971040014ec4d560a26144576a/Answers---Advice-Page-1.png)
![](https://freight.cargo.site/t/original/i/35f430dd408b1b2c95410f8e4dff8dd5c4576a77ac6e29f01c920a08499cd862/Answers---Advice-Page-2.png)
Community Channel
In this new subchannel, readers can learn about individuals within the LGBTQ+ community who are inspiring the ways we think and live.
In this new subchannel, readers can learn about individuals within the LGBTQ+ community who are inspiring the ways we think and live.
![](https://freight.cargo.site/t/original/i/83622d70793af455b63ab7dd980266a40782e2720b49fcea74aa69809da2f21a/them-community.png)
![](https://freight.cargo.site/t/original/i/44e963cf0ab6772b41e7207657e7ef74bd6bdfa8f1e7b270d2190478d8d3faf8/them-newsletter-desktop.png)
A Milestone for them
This launch marked a timely milestone for them, as they introduced to the world their new Editor-in-Chief, Sarah Burke, and their updated mission statement: “We’re going beyond LGBTQ+ as a label, and focusing on what truly connects us: the queer drive to reimagine our world.