Integrative Print-to-Digital Campaign | Answers Magazine
I was asked by the Editor-in-Chief of Answers magazine to develop and design a print ad for the spring issue of WORLD magazine, with the goal of growing our subscriber base.
The Problem
Our existing print advertisements relied on stock photos of people holding our magazine—an approach that felt redundant, since readers would already be holding a magazine when encountering the ad. The QR codes directed readers to a generic subscription form, offering little incentive to engage. Visually and conceptually, our ads blended into a crowded field of similar-looking Christian publication advertising, failing to stand out or spark curiosity.
The Solution
I designed an ad concept intended to make readers pause by posing an intriguing question. After exploring several playful ideas, I landed on “Where Is Noah’s Ark Now?”—a question uniquely aligned with Answers magazine. I repurposed our art director’s Ark illustration and created a QR code that led to a custom landing page revealing the answer. The ad was a hit, running in WORLD magazine and reaching an estimated 160,000 readers.
Given the complexity of the topic “Where Is the Ark Now?,” I designed a series of icons to help guide readers throughout the content.
“When Alex enters a space, she brings with her energy and curiosity.”
I've had the pleasure of having Alex on my team for nearly a year now. Her concepts have brought a spark of freshness to our magazine design, and it's been fun to see her persevere even on challenging projects. When Alex enters a space, she brings with her energy and curiosity. It's a delight to lead someone who is so grateful, conscientious, forward-thinking, and hopeful.
—Sarah, Editor in Chief of Answers & Kids Answers magazine