People Magazine

Evolving the online presence of one of America’s top magazines.


Time Inc


People Magazine Celeb Food Mobile App

A homepage makeover., one of Time Inc.’s most highly-trafficked sites, always has new photos and content, but the site itself needed a refresh. While the PEOPLE magazine team had modernized other parts of the site, they asked Fell Swoop to create a homepage that felt fresh with each visit. Though a Clarity Lab™, we developed the concept of a dynamic photo “mosaic” for top stories – a simple, easy to navigate, yet immersive design that puts much more emphasis on PEOPLE magazine’s extensive photo library.


Playing outside of the lines.

In addition to redesigning the homepage, we created unique backdrops for special occasions when site traffic would be even higher. This new space could also be sold for special promotions or advertising homepage takeovers.


Creating a more exclusive experience.

While the content on is available to all, PEOPLE wanted to create an experience exclusively for subscribers. A place where they could get even more content and early access to the digital version of the magazine. In addition to naming the site, we developed a visual language that feels familiar, but exclusive, with slightly more elegant design elements and an even greater focus on photography.


“Fell Swoop's focus on the user, their thoughtful approach to design, and the ease with which they work along side our team, are the reasons that we've chosen to work them repeatedly at PEOPLE. Every time we've opened up a new project to them, they keep bringing their A-game and keep winning us over!”

- Lee Kurland, Senior Digital Product Manager at People Magazine

Consumer Marketing

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Mobile App

People Celeb Food

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