club UPproject website
The main idea was to give readers an option to subscribe and support their favorite media. So first, there’s a calculator that helps users choose the sum they’re ready to donate as well as their membership level.
For those willing to support UP at max, there’s a special ‘ultra’ level — Toloka UP.
The UP website itself is quite conservative and carries only one function, delivering the news. While UP Club is a community united to make news more human.
To highlight that, we used illustrations making the Club pull a human face and changing its attitude to more bright and daring. Because the best journalism IS daring. So the attitude has changed, but it remains sweet & friendly, sticking to Club’s main direction and idea.
Since it’s a club, a community, people are supposed to join it. And there’s no good reason to join if the person doesn’t understand its aims. That’s why we added real stories of real people — the ones who had already joined the UP Club — to help newcomers figure out whether it’s a match or not quite so.
One thing for sure: the subscribers’ stories are real, and they feel real — nothing like a faceless ‘about us’ company text, written once and for years. Together with illustrations, these stories contribute to humanizing the giant media.
A large part of readers open UP on their smartphones. So we paid special attention to the mobile version, making sure the navigation is clear and logical, and everything works smoothly and perfectly on all devices.
Art Direction – Vladimir Klunnyy, Valentyna Sulima
Design – Julia Tsukurova, Vlad Mazalov
PM – Masha Ozerova