While it was important to maintain a level of uniformity between the three mediums of print, phone, and tablet for brand recognition, there also needed to be a distinctive identity for each city as well as the different categories of Fashion & Style, Art & Culture, and Life & Travel. 
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This presented certain challenges as mobile apps can feature digital content such as videos and animated content in contrast with print, besides the obvious difference in size and interaction between digital and the print publication.

Each article design concept had to be tested to ensure it could be adapted into the three independent formats. On occasion, we would start with a print version and produce adaptations of it for the mobile formats.