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The Role of Branding and Website Design in Building Flare Magazine

Chloe Pollard

In the spring of 2020, I launched Flare Magazine: a platform dedicated to supporting up-and-coming musicians and bands during COVID-19 when our industry ground to a halt. What began as part of my third-year university project quickly grew into a meaningful space for creative voices, expanding over time to include film and television reviews. Consistent branding and website design have been essential to Flare’s identity and ensuring its strength as a brand.


Portfolio page showing design and branding work done for Flare Magazine.


Building the Brand Identity

From the outset, I knew Flare needed a brand identity that felt approachable yet professional. Music and entertainment are inherently vibrant, so I leaned into bold colours and clean typography that convey creativity and energy without overwhelming the audience. Consistency became the cornerstone of the branding—from the logo to social media graphics, every element needed to feel cohesive both in colour and style.


The logo embodies the idea of igniting opportunities for rising talent whilst paying tribute to music legends through the design. Beyond aesthetics, the tone of voice in articles and promotional materials was carefully crafted to balance authenticity and expertise. Whether reviewing an album or spotlighting an independent filmmaker, the language remains enthusiastic and supportive as well as easy to read, aligning with Flare’s mission.


Screengrab of Flare Magazine's Homepage.

Crafting the Website Design

The Flare Magazine website plays a crucial role in showcasing content and engaging the audience. Designing the site required a clear focus on user experience. The homepage needed a dynamic feel and was designed to be a hub for easy access to everything else within the site. It immediately draws visitors into the latest articles, while simple navigation ensures they can easily explore music, film, and TV categories.


I chose a busy layout to keep the content centre stage, whilst having that energetic and vibrant feel that’s mirrored in the music and entertainment industries. High-quality visuals accompany each review or feature, reinforcing the professional feel of the site. Importantly, the website is fully optimised for mobile devices, recognising that many readers engage with Flare on their phones. This mobile-first approach has been vital for reaching a broader audience.


Lessons Learned

Running Flare Magazine has taught me valuable lessons about branding and website design:

  1. Know your audience: Flare’s branding and content strategy are informed by a deep understanding of its target audience—music lovers and film enthusiasts who value independent creators.

  2. Iterate as you grow: Expanding into film and television reviews required rethinking the site’s structure. Flexibility in design allowed for seamless integration of new sections.

  3. Prioritise SEO: From meta descriptions to internal linking, optimising content has helped Flare reach more readers and support more creators.

  4. Stay true to your mission: Every branding decision - from colour schemes to website layouts - is guided by Flare’s core goal of promoting independent talent.



Looking Ahead

The lessons learned from branding and designing the website have not only shaped the magazine’s identity but also equipped me with tools to support its evolution, as well as the growth of other brands.


Whether you’re starting a magazine, a blog, or a creative project, investing in cohesive branding and user-focused web design is key to building something meaningful and memorable.


Looking for a graphic designer to help you create an impactful brand? Work with me today!



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© Chloe Pollard Media 2025

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