The Aesthete is an online publication that prides itself on being a purveyor of all things New York. Early on, it was decided that The Aesthete was not to be a blog, but an online magazine. With this characteristic clearly defined, it was a natural progression to approach each article with an editorial mindset. When we started, keeping up with the fast pace of the web realm felt a bit overwhelming, especially with such a small team. In the end, the fact that we gave each and every story a unique typographic treatment visually set The Aesthete apart from any other online publication.