Serpentine
Launching a pioneering new magazine for a cultural icon.
Overview.
Serpentine Reader is an innovative new publication, crafted to offer a unique space for deep research, reflection and creative exploration across diverse formats.
Each issue features contributions from artists, writers and thinkers who are passionate about immersive storytelling and pushing the boundaries of literary expression.
Role: Account Lead
Sector: Arts & Culture
Agency: Effect
Brief.
Serpentine is a globally-renowned cultural icon, formed of two art galleries in Kensington Gardens. Founded in 1970, Serpentine has since presented pioneering contemporary art and hosts a free programme of exhibitions, architecture, education and live events all year round.
As a leader in arts and culture, Serpentine have long had a desire to craft a leading publication. Since 2020, the gallery has had an small online-only magazine named Arts & Ideas, but Reader was to be its long-anticipated successor.
The new publication was going to be released in physical form at select bookstores, alongside a web-version. Working closely with the editorial team, we were tasked with co-leading on the brand and introducing an engaging website experience.
Response.
Serpentine is known to be a leader, not a follower. From early ideation, Reader was always going to reflect that. Ambitious, provocative and forward-thinking. After completing a series of discovery workshops and analysing the landscape, we knew what had to be done.
Our biggest focus was crafting an interface which honoured the prestigious Serpentine brand, while introducing distinctive new colours and elements, to allow Reader to standout separately. It also needed to be clear that this was a magazine, rather than simply a blog. The ultimate goal was to create a seamless digital counterpart, which complemented the print version with additional functionality.
A challenge we had to overcome during the project was that the print version wasn’t finished, which added an extra layer of complexity to our efforts.
We designed Reader to be effortlessly mobile-first, based on site analytics, with emphasis on user retention and engagement. To achieve our objectives, the new section features a characterful logo, sticky navigation for heightened focus while browsing, customisable (issue-specific) colour palettes, bookmarking functionality for repeat visitors, large striking imagery and interactive share CTA’s.
The website also features flexible components, allowing Serpentine future-proofed functionality for annual updates.
Results.
After a triumphant launch event in central London, the Reader was a success! The first edition sold out, and visitors have since been flocking to the website to catch the collection for free, anytime. Looking to the future, Serpentine plans to host further pop-up events that reflect the annual theme and is already planning the second issue due to high demand.
More importantly, we found website visitors were engaged and returning to browse further articles. Following this data, we have already planned numerous design changes to enhance the experience and make it a place for deep research for years to come.
Come along for the ride, and catch our TikTok at the Launch Event here.
“Wonderful! Thanks so much, Charlie. I really appreciate the care your team took with the Reader. The site looks beautiful!”
HANNA GIRMA, SENIOR EDITOR