Content strategy for creative business.

Chronicle Books Website Redesign

Chronicle Books Website Redesign


Making book design shine, digitally. 

Chronicle Books makes distinctive books and products, but it also stands out because it's one of the few publishers that sells its books directly to consumers. And it did so on a website that hadn't been updated in seven years. So my team and I set about a redesign to bring the creative and the technology to the present.


  • 10% increase in sales year over year, 40% increase in conversion rate.

  • Sales platform for not one, but two of Oprah’s favorite things (her site linked to ours directly).

  • Organic traffic improved by 12%.


Strategic planning, art direction, copywriting

The Challenge

Within the constraints of the Magento ecommerce platform, the site needed to become a worthy extension of the design-focused brand, the mobile accessibility needed to be examined, the checkout flow enhanced, and the categories updated to make the thousands of products on sale more discoverable.

The Solution

We updated the site to the latest version of Magento and implemented a new responsive template with a clean white design that let the products shine. We committed to a photography-forward visual vernacular across web, email, and social, and added personality through illustrated elements and our flexibly designed and infinitely alterable tagline—”See Things Differently.” The three page checkout became one page, and plugins for promotions such as “buy one get one free” and multiple discount codes were added.

Team Members: Alina Buevich, Designer and Illustrator; Irene Kim Shepherd, Photographer; Vee Moran, Project Manager

All photography by Irene Kim

All photography by Irene Kim

We consider every detail and ask questions like these: does the design support and enhance the content? How does it feel in your hands? What special touches can we add to make it an object you’ll treasure? We apply this approach to everything we make, whether it’s a book, journal, game, ebook, or our newest invention.
— Excerpt from rewritten Mission Statement
Illustrations by Alina Buevich

Illustrations by Alina Buevich