NEW ORIGINS: Oyster magazine, the Australian title that covers fashion, music and pop culture, is in the process of rebranding both its digital platform and its print publication.

A new Web site will be going live at the beginning of 2016, while the print magazine will be relaunched as a quarterly title in May.

The title is published twice a year and has a circulation of 25,000.

Following its acquisition by Inception Digital in 2014, Oyster is redesigning its Web site with U.K.-based agency Nonement to place a larger focus on creating a mobile-friendly experience.

“The site is being built mobile-first while still offering a rich immersive desktop experience. In the lead up to the rebuild we’ve spent a lot of time analyzing how the Oyster audience engages with our content and we’re using that insight to inform the next evolution of Oyster,” said Jade Harley, partner at Inception Digital.

The site attracts 784,000 unique visitors globally, more than half of them based in Australia.

As part of the rebranding, Max Doyle and Malcolm Watt, Oyster magazine alumni and current editors of Doingbird magazine, have guest-edited the forthcoming relaunch issue, Origins.

Doyle previously worked as a contributing photographer for the publication, while Watt held roles in the editorial and art departments. Connecting with young, local talent and engaging an older audience are among their goals, as they return to Oyster.

“There’s a real sense of connectivity between the magazine and its readership that we want to continue to expand on. Because of the magazine’s longevity, there are very few people in the industry who haven’t had some form of association or connection with Oyster. It’s exciting to be a part of that history,” Doyle said.

Additionally, the duo is planning to commit to a more rigid print schedule for their own publication, Doingbird, in the next year.

“I think there’s a real world movement back towards print. The influence of print titles has been gaining strength in the last half decade, and we want to be part of this,” Watt said.

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