Project Management
Writing | Editing
Social Media campaign
Website launch for Masculin Magazine.
Established in 1997, Masculin was one of the leading magazines in Lebanon, catering to men’s lifestyle. The publication, which had become a highly recognizable brand in the Lebanese market, focused on executive lifestyle, and tailored its content accordingly through articles that discussed business, culture, fashion, and trends.
I was in charge of adapting the print magazine to its online platform, and worked with a web development company to create the brand and concept of the website, as well as the web design and editorial strategy.
The Concept.
What it means to be a man is a constantly evolving concept. Masculin positioned its online platform as a guide for men to redefine themselves as individuals, by providing curated editorial projects and articles catered to the new Lebanese Man.
I defined the site’s architecture around the magazine’s essence and divided the categories into Lifestyle, Business, Fashion, Culture, Trends and Savoir Etre (Know-How).
After the website launched, I was the managing editor and social media manager for Masculin’s website.
I managed a network of contributors, and would seek editorial partnerships with relevant online publications, to promote the brand.
We launched the website and its social media platforms by creating a social media campaign revolved around the question “Who is the new Lebanese Man?”.
The campaign aimed to showcase Masculin’s new brand positioning to our target audience, as well illustrate the different editorial sections of the site.
The social media campaign also included a series of designed posts to promote our hero articles that we shared for the launch.
Helene Abi Assi 