Digital Platform Redesign For I-d Magazine
It survived Vice, bankruptcy and the 'print is dead' era — and came back sharper than some things still alive.
27b collaborated with i-D Magazine following its acquisition by Bedford Media to redefine the publication’s digital strategy and rebuild its online platform. The new site integrates spotlight articles, a refined search experience, and short-form stories while unifying decades of archival content into a cohesive digital ecosystem.
Insights
- After Bedford Media acquired i-D, studio 27b defined the new digital strategy and rebuilt the platform from the ground up.
- 27b owned the whole stack: strategy, art direction, UX, interaction design, e-commerce, frontend and backend.
- The core task was unifying decades of legacy archive into a single coherent environment while protecting i-D's visual-first nature.
- Navigation and archive search were rebuilt so decades of material feel like one place rather than a pile.
- This is brand resuscitation after an ownership change — a magazine that survived Vice, bankruptcy and the "print is dead" era.
- The relaunch landed in September 2024 with a digital cover featuring Charli XCX and Troye Sivan.
