Profile

Profile is Guerrero Howe's flagship magazine. It connects top-tier business executives with a diverse network of leaders across industries and gives them the insight and strategies needed to keep up with the rapidly evolving world of business.

I joined Guerrero Howe in 2015 to lead Profile's redesign. The team had established a new editorial structure, but was missing the essential audience research to back up its findings.

That research highlighted Profile's messaging challenge: its main selling point—accessiblity defined by industry and title agnosticism—makes the content experience feel scattered. As a result, I created an identity system that provided the structure that the editorial could not.

The identity was applied to across a variety of media platforms, including a print magazine, e-newsletters and its website.