Jennifer Magazine
Redefining midlife through
an integrated storytelling ecosystem
Context
Jennifer Magazine was created to challenge the dominant narrative of midlife. In mainstream media, midlife was often portrayed as crisis, decline, or invisibility. I wanted to flip that script: what if midlife could be seen as possibility, depth, and power?
The magazine became a home for stories that honored the full spectrum of reinvention, creativity, and self-expression at midlife. It wasn’t about airbrushed perfection. Instead, it was about lived experience, boundary-pushing, and connection.
Approach
Jennifer Magazine was built as a multi-platform ecosystem, not just a digital publication:
Editorial Vision: Curated essays, interviews, and features that gave voice to underrepresented stories and reflected the complexity of real life.
Podcast: Launched Jenny, a weekly show featuring women disrupting the status quo with candid conversations about showing up messy, whole, and unapologetically empowered.
Video & Visual Storytelling: Produced multimedia pieces that expanded how readers could engage with the themes.
Campaign Rollouts: Each issue was released as a coordinated campaign across web, email, and social channels, treating launches like movements rather than one-off publications.
Community Design: Built around archetypes (“Bonders, Sharers, Boundary Pushers”), the magazine invited readers to see themselves reflected and welcomed into a shared identity.
Output
Multiple themed digital magazine issues
Companion podcast (Hey, Jen Cooper) with several seasons of episodes
Original photography, design, and video content to support features
Integrated launch campaigns that linked editorial, audio, and community engagement
Results
Jennifer Magazine attracted a loyal readership who returned not just for articles, but for the sense of connection and recognition the ecosystem created. Readers described it as a platform that “saw them” in a stage of life where they were used to being overlooked.
The integrated approach — editorial, podcast, video, campaign rollouts — became a model for how to design narrative ecosystems that reinforce and expand one another.
Value
This project demonstrates the ability to:
Build a content ecosystem from vision to execution
Design campaigns that extend across platforms while staying rooted in values and identity
Blend editorial, podcasting, and visual storytelling into a cohesive brand experience
Reframe cultural narratives in ways that spark recognition and belonging
Jennifer Magazine remains a proof of concept for the kind of narrative strategy and ecosystem building I now bring to organizations, leaders, and brands.
