Publication Overview

Yellowtrace is a rigorously and passionately curated online publication showcasing only the best of Interior Design, Architecture, Art, Photography, Lifestyle, and anything else worth knowing about. Our signature style is honest, friendly and engaging with retina busting visual content.

We believe that amazing talent is wasted if it's not shared, and is something that deserves to be celebrated.

We keep our feet firmly on the ground by not getting swept up in the hype of just the latest news. Instead we focus on covering the best and most inspiring work, regardless of how current it may be. This approach is balanced by providing a regular overview of the current design trends and memes in our curated images and 'stories on design' series'.

Organisation

Yellowtrace Pty Ltd

Team

Yellowtrace [blog] is an online publication. It is run in parallel to Yellowtrace [Design Practice].

Yellowtrace comprises two directors, Dana Tomic Hughes and Nick Hughes. In addition, we have an advertising sales manager and a number of blog contributors.

Editorial Brief

When starting Yellowtrace in 2010, we felt there was a shortfall in local blogs written by designers that focused on Australian and international talent. We wanted to create a platform for designers to share their work and to inspire others. Equally, we had a keen interest in educating the general public about the importance of well thought out and inspiring design, and to also make good design accessible.

Given the information overload we all face, we feel a sense of responsibility to maintain a high quality and for the content to retain its independence so as not to break the trust of our readers. We want to give the best of us, and the best information - expressed in the way we would talk to a friend, with a healthy dose of humour.

The diversity of what is published – from a photographer’s unusual take on life, sharing a fun advertising campaign, through to an insightful comment on a world event - harks back to our belief that a well-rounded designer should seek inspiration from myriad things, not limited to interiors or architecture.

Your Audience

Our visitors are largely professional and design focused with a recent survey showing 89% of engaged users live in Australia. We have an ever increasing number and very loyal following of readers, who visit our site regularly for the their daily fix of inspiring content, high quality images, in particular our stories on interiors, architecture and product.

Here are some of our key stats:

WHO IS VISITING US #
62% visit at least every 2 days & 81% visit every week
73% have followed yellowtrace for more than 6 months
86% hold a post grad degree, diploma or bachelor degree
70% work directly in the design industry.
100% love, eat and breath design.

WHAT ARE THEY LOOKING FOR #
84% are inspired by high quality images
73% are most interested in products, interiors and architecture

OVERALL STATS ##
172,600 - unique visitors to the blog and combined reach of associated channels & social media (av. / pcm)
7,000 plus - subscribers receive news feeds daily
14,850 - Facebook subscribers

Publication Innovation/Need

Yellowtrace shares it's name with a transparent paper used by architects and designers for sketching. For us, it’s the starting point for ideas and concepts before they are developed into final designs and built forms.

Everything begins as an idea, and all ideas, irrespective of their size or complexity, are started and developed on Yellowtrace.

Designers are busy, but hungry for knowledge. Our content engages the readers with what is happening in the world of design, and it continues to expand their visual point of reference and open up a world of new possibilities. We feel that – if you don’t go there in your mind and look at things that are so inspiring and wildly crazy – you can never extend your own thinking. Yellowtrace is the platform that facilitates exploration and creative design thinking through the propagation of good design. Yellowtrace challenges the readers not to be complacent, but rather to continue to learn more.

Sustainability

Our view at Yellowtrace is that good design is timeless and has longevity. We don't believe in the throw away mentality, but rather in high quality design and product. We feel strongly about our philosophy of buy once buy well, design once design well. Accordingly, through our blog we try to document projects that talk to this approach to designing, as our means of sharing and hopefully in some way 'rubbing off' on our readers.