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By the mid-2010s, Maxim was viewed as outdated and lowbrow, causing luxury advertisers to flee and readers to question its cultural relevance. The challenge was repositioning this once-powerful men's lifestyle brand for digitally-native audiences without losing essential identity. I led comprehensive visual transformation—elevating editorial content, refining photography direction, modernizing typography systems across platforms. Each design decision balanced sophistication with authentic masculine appeal.

The result: a forward-thinking, culturally relevant brand that rebuilt credibility and attracted premium partnerships while maintaining its core audience.