Mint Lounge (Lifestyle Web Portal)

The purpose of a dedicated lifestyle portal was to provide a digital footprint to the Weekly Lifestyle Publication of a popular business daily that caters to different interest groups like art, culture, food and travel among others. The publication, being a weekly supplement of a business daily, has a sophisticated and discerning audience.Thus, building user trust through clean and elegant design was paramount, as the editorial teams' brief was to build a platform that "looks and feels like the right medium to get an erudite perspective on art and lifestyle".

The site is designed keeping in mind the high shelf life, which would require great discoverability. Unlike any other publication, lifestyle publications have more static content than dynamic. Leveraging this, the information architecture is designed for easy navigability in order to maximize engagement and community participation.