Vert
The context
Support the evolution and growth of Vert
Vert, the media outlet covering current events through an ecological lens, launched in 2020, turned to Médianes to undertake a complete overhaul of its website after 6 years of operation. Facing challenges in performance, visual consistency, user experience, eco-design and SEO visibility, the outlet wanted to strengthen its site to align it with the evolution of its value proposition. The project, which began in January 2026 for launch at the end of April, was structured around comprehensive support combining audit, web creative direction redesign, UI/UX design, development, migration and launch, strategic framing and operational oversight of the overhaul.
Project scoping and construction of the specifications
Laying the strategic foundations for an ambitious overhaul
Before moving into design, a scoping phase allowed us to build a shared vision and formalize the project's real challenges. Drawing on workshops that brought together editorial and marketing teams, leadership, and Médianes' team, we crafted a requirements document grounded in the media's core tensions: how to showcase both the daily newsletter and major investigations? How to welcome a reader discovering Vert via Google Discover as well as a Club member who has supported the media for three years? How to integrate an ecosystem that has grown over time—posters, podcasts, conferences, donations—without the site becoming too dense and complex?
Defining the target audiences was particularly structuring. Behind the readers of qui débarque, there were profiles with very different expectations, which the specifications translated into concrete requirements: conditional display based on user status, registration wall, personalized calls to action, and refined donation incentive management. The functional scope was also collectively determined, with certain points deliberately left open to be refined during development.
This rigorous scoping established the conditions for a controlled project, from launch in January 2026 to going live at the end of April.
Audit and eco-design
Optimize visibility and technical performance
Conducted before any design decisions were made, this audit phase established an essential foundation for the entire project. The SEO audit provided in-depth analysis of the existing site structure, content optimization and technical performance, with its recommendations directly informing UX choices, architecture decisions and development directions.
Beyond visibility, the challenge was also an ethical one: for a media outlet whose core mission is ecology, it was essential that the website be as frugal as possible, both in its design and in its daily operation. Functional restraint, media optimization, reduction of unnecessary external calls—eco-design was conceived as a structuring constraint from the outset.
UX audit and ecosystem benchmark
Identify levers for improving user experience
An in-depth audit of the existing interface made it possible to assess the strengths and weaknesses of the current site in terms of ergonomics and user journey. In parallel, a benchmark of the ecosystem highlighted the practices of competing media outlets and identified differentiation opportunities. These analyses formed the foundation for developing the UX recommendations integrated into the new mockups.
Define the web visual identity
Lay the foundation for modern and cohesive design
The web visual identity was redesigned to reflect Vert's new positioning as a leading media outlet on ecology. We developed a new graphic charter adapted to web usage and the media's challenges: optimal readability, more rigorous and premium positioning, and consistency with industry standards. This phase laid the visual foundations for the new site while maintaining strong continuity with the media's visual identity since its launch, to avoid losing loyal readers.
Preview of font tests for headings
Previews of applied color tests
Design UX/UI mockups
Translate strategy into high-performing interfaces
The UX/UI mockups were designed based on the audit and benchmark to provide a smooth and engaging user experience. Every screen was designed with mobile-first in mind, to optimize reading flows, user retention, and conversion to donations. The focus was on ease of use, accessibility, and editorial value, with modular templates enabling flexible management of different content formats. The mockups were regularly discussed with the Vert teams and Médianes developers to ensure they aligned with needs, ambitions, and technical feasibility.
Overview of the recurring items workspace (components)
Overview of main pages workspace for mobile
Mobile site preview
Integrate, migrate and go live
Transform design into a functional site and deploy content
The website's technical integration was carried out according to validated mockups, with particular attention paid to performance, accessibility, and SEO best practices. The migration of existing content was organized to ensure editorial continuity without data loss. The entire launch process was managed jointly with Vert's technical and editorial teams, including an in-depth testing phase to identify and correct any malfunctions before go-live. The handling of corrective tickets and support during deployment enabled a smooth transition to the new platform.
Preview of the newsletter signup page on desktop
Redesign project management
Drive the site transformation from start to finish
The mission included organizing and facilitating scoping meetings with all stakeholders (editorial teams, creative direction, development), coordinating the various contributors throughout the project, as well as managing testing and tracking bug fixes. This cross-functional oversight ensured project consistency and adherence to deadlines.
About
We support Vert in its growth and development since its launch in 2020. Entirely funded by its readers, Vert has committed to independent journalism, without advertising, in service of the public interest.
