An editorial experience that drives revenue

Maude’s editorial platform, The Maudern, has long been a cornerstone of the brand’s organic traffic & cultural credibility. But as the brand evolved, the existing experience wasn’t keeping pace. It needed to perform as both a high-performing content engine & a modern digital publication—one that could convert readers into customers, deepen engagement across hundreds of archived stories, & provide a flexible foundation for future brand partnerships. The challenge was to preserve the integrity & intimacy of Maude’s editorial voice while rebuilding the experience to deliver measurable commercial & brand impact.

We reimagined The Maudern as a true digital journal—an editorial experience designed to feel like a magazine, not a brand blog. The new design integrates seamless email capture points throughout, supported by custom nurture flows to move readers from first read to first purchase, with performance tracked across cohort conversion rate, AOV, & LTV. We built smart recirculation logic & a restructured tag system to connect themes across the archive, driving deeper exploration & longer session times, especially on mobile. Visually, the layout balances clean editorial storytelling with commerce integration, creating space for long-form interviews, cultural features, & future celebrity or creator collaborations.