Loaded Magazine defined 90s British culture, irreverent, bold, impossible to ignore. When it made its return in May 2024 under new ownership and editorial direction, the challenge was to build a digital identity that honoured that legacy while making it genuinely relevant to a new generation consuming content on social media.

The brief was to create a complete social media visual system from scratch, over 40 bespoke templates spanning every content format the platform needed, news, interviews, nostalgia, sport, music, cars, lifestyle and more, all within a design language bold enough to stand out in a crowded feed.

The strategy included moving from a 1:1 to a 4:5 content ratio for greater screen presence, and building the system around the Agharti font family, a condensed display typeface with 42 variants across six weights that gave the brand the typographic muscle its editorial voice demanded.

The result was a flexible, scalable content system that gave Loaded's team the tools to publish at pace without losing the attitude that made the brand iconic in the first place.