FUL Magazine

Every photo on the home page comes in with an animation, and the page stays still while it does: it used to jump every time an image loaded.

I also stripped out what was slowing the site down: in a lab test on a slow phone, the home page now opens in 3.6 seconds, where it used to take 18.3.

FUL prints 2,500 copies of every issue. The shop used to be a separate page; now it lives on the Magazine page: the new issue, the subscription, back issues from no. 43 onwards, books and other items. Hover over FUL 66 and it opens in 3D, and past issues rain down over the subscription.

Further down you can leaf through the magazine page by page, and the tabs take you to another issue. On each issue’s page the cover opens onto a real double-page spread, with the stories inside listed underneath.

I redesigned the article page, and the design covers the whole archive: even the 1,168 articles written up to 2019 with the old editor fit into the new layout, with their photos and captions. Every section has its own filters: in Culture & Art you just pick Photography and the pieces change without reloading the page.

About us, Advertising, Newsletter and Contact are new pages, all of them in English too. The header, footer and cursor are the same everywhere: scroll down and the header gets out of the way, scroll back up and it comes back.

F.U.C.K. Magazine is FUL’s tabloid on the Florence food and drink scene: on the new site it has a page of its own, in Italian and English. I explain how I laid it out on its project page.

FUL has 44,000 followers on Instagram. For them I built the carousel system in Figma: six slide types for articles, four for concerts, and a colour for each of the magazine’s eleven sections.

Every article goes out with its own carousel on Instagram and a cover on Facebook, where it has 28,000 followers. The editorial team checks them the morning before, then they go out on their own at the set time.

Every Friday FUL sends its subscribers ‘Di Venere in Venere’. Until October the email was put together by hand, every week. I designed a new template, with a card for each article: from 6 November the email builds itself from the articles already published, and the editorial team approves it before it’s sent.

Below is the 30 October issue, rebuilt with the new template: it opens and reads just as it would in your inbox. The first real send goes out on Friday 6 November 2026.

I rewrote how 44 pages appear on Google and reorganised the categories, from 56 down to 40, without losing the old addresses: anyone arriving from a years-old link still lands in the right place. I took the 3,940 near-empty tag pages out of the search results, and every page shared on social media now shows up with its own image.

In August 2026 the English edition went live: 151 articles, each linked to its Italian original, so Google shows each searcher the right language.

The editorial team puts the text and photos in a folder on Drive. At 10 am and 3 pm an automatic check looks for new folders and queues up the work: it gathers the material, picks and sorts the photos, cover included. Then it builds the Italian article in WordPress, ready to go, with category, tags, search snippet and compressed photos.

It also prepares the English version, linked to the Italian one, and runs a point-by-point check. The article stays scheduled and goes live on its date by itself.