Launching Little White Lies
A digital platform for the award-winning film magazine with its distinctive three-part review system.
We've launched a new platform for Little White Lies, the film magazine The Guardian called "the best-designed on the shelf." Published by TCOLondon since 2005, LWL needed a digital presence that matched the ambition of the print magazine.
The magazine's design changes issue to issue, driven by the featured film — custom typography, bespoke chapter headings, editorial icons tailored to the content. That approach is what makes each issue distinctive, and it raised an obvious question for the web: how do you build a platform that can accommodate that level of variability without becoming unmanageable?
We built the site on Craft CMS with a content model that lets design elements vary per issue. The system supports Little White Lies' three-part review system, rating films on "Anticipation," "Enjoyment," and "In Retrospect" — a more nuanced read than a single star rating.
We also integrated the "Truth & Movies" podcast and built a subscription system connecting the print and digital offerings. The platform serves an international audience while keeping the independent feel the magazine has had since launch.
Emma is Operations Director at Mutual, leading client services and overseeing the ongoing management and optimisation of client websites. With over 20 years of agency experience and CIM marketing qualifications, she brings both strategic grounding and practical depth to digital performance.
Her optimisation work spans SEO and generative engine optimisation (GEO) — helping clients maintain visibility not just in traditional search, but in AI-generated answers and overviews. She works closely with clients to translate business goals into measurable improvements across search performance, content, and user experience.
