Fleet is mainly a digital magazine (although 4 printed editions have been issued since 2009). For 2019, the editor was looking for a fresh digital start: the old website was quickly becoming sluggish and hard to manage.
There were many challenges going into this project: reorganising information was of paramount importance. The old website made no distinction between each editorial section: as time passed, this lack of structure produced a bloated article archive that made it extremely hard for visitors to navigate through. Furthermore, there were new content classifications to be added, such as Brands (now with a dedicated custom page) from which content could be filtered. Cross-linking was another big concern: we needed to make older content readily available. Finally, we had to make room for advertising banners on virtually every page, adhering to standard sizes and coordinating their display on desktop and mobile.
We went for a clean design, striving to reduce visual clutter as much as possible. This was accomplished through the use of good amounts of white space and generous padding.