Seven Elm created a web magazine for female fans of professional sports in search of a place to “enjoy sports with style.” The work included from-scratch branding and the full creation and execution of the magazine-style site. We art directed, designed, and developed the fully responsive website, producing large scale fashion and lifestyle shoots while balancing the budget with creative use of stock imagery. Seven Elm’s editorial team created monthly lineups with stories on topics that spanned fashion, beauty, food, travel, and fitness—all through the lens of sports spectatorship—and assigned, edited, and uploaded all content for more than 4,000 words a month across 16 original posts authored by more than 20 writers. Seven Elm also implemented for Hera Sport a social media strategy and generated press hits in such publications as Glamour, In Style, Self, and the Boston Globe.