6AM City Newsletter Redesign

Our team actively discusses the look and feel of the product to ensure that it's fresh and effective for our target audience – which is always growing. Last year, we transitioned to a new platform for building newsletters, and felt it was the perfect time to revisit conversations about design. Our goal with our newsletter redesign, which happened across our 25 markets – with local branding touches – was for our newsletters (our core product) to be fun, easily digestible, clear, and engaging.

First, we designed and executed a product survey to see what our audience says about the newsletter. Then, we talked with our team – the people who know the product best and who put the newsletter together every weekday. We then created a detailed competitive analysis. After this, we whittled all of this information down to the key aspects that would be most beneficial to our readers while preparing a long runway for future development.

The redesign features a sectional header that allows more presenting sponsors to be a part of our product. We also created modularization in the newsletter for easy reading. We added an emoji vocabulary to use in headers, lightening the lift for coding and keeping product deliverability and relatability high. We also decided on brand colors that are more intentional and can be more city-specific (versus universal brand colors that would take away from localization). We also made the decision to more clearly label advertising – ensuring that pieces not created by the editorial team are very clear to our readers.

There are large-scale plans for future additions that will launch on top of the current improvements to our product. Ultimately, our goal is to listen to our core audience and our teams to increase engagement and the integration of other business outlets (including our membership program, our ECommerce store, Six & Main, and more).