theSkimm Brand Refresh
A comprehensive refresh of theSkimm’s editorial voice and visual identity, for a brand that had grown beyond the newsletter and an audience that had grown up.
The problem
In 2023, theSkimm was evolving in the marketplace. The brand had grown beyond being just a newsletter company, and its millennial audience had grown up with it. The identity needed to reflect both.
The bet
Treat voice and visuals as one problem. Rather than updating the look alone, the refresh tackled theSkimm’s editorial voice and its visual identity equally.
What shipped
A refreshed identity carried across editorial, social, product, and merchandise.
Identity
Based on Domaine Display Bold, with tightened tracking, an “mm” ligature and a custom apostrophe
Color
Wave leads, with Indigo, Dawn and Moss for rangeTypography
Licensed faces · shown here in stand-ins until the font files are addedNn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0123456789 ’“”!?&
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0123456789 ’“”!?&
Voice
From theSkimm voice trainingTo distill a story, task, process, or experience to its core, in a witty, relevant, useful way that sparks action, connection, and delight.
We deliver the information she needs to make sense of her world, health, finances, and life.
We get to the point. At theSkimm, we skimm.
We speak to our audience like we would a friend: connected, relatable, and inclusive.
We consistently entertain and delight her.
They’re only 400 years late, but doctors are finally taking women’s pain seriously.
Google just gave everyone a chance to delete a part of their past. Looking at you, peacechick12.
Peptides, once a niche obsession for people who overuse the word optimize, are firmly in the spotlight.
In the world
The result
Interact with theSkimm every day
Trust theSkimm, and our brand and product recs
Take action from our content