Man for himself
The project
Man For Himself is a popular men’s grooming, fashion and lifestyle platform created by Robin James.
Robin approached me to move the site beyond a traditional blog and create a more useful destination for his audience, combining editorial content with product recommendations, grooming solutions and clearer routes into the subjects his readers cared about most.
Moving beyond a traditional blog
Man For Himself had already built a strong audience, but the website needed to support a wider range of content and provide more value than a conventional chronological blog.
The aim was to create a destination where users could browse articles, discover products, explore grooming advice and find answers to specific style and self-care questions.
Reworking the content structure
I reviewed the existing content and reorganised the site around clearer subject areas, including style, lifestyle and grooming.
This created more direct routes through the website and made it easier for visitors to explore related content rather than relying on the latest-post feed alone.
The homepage was designed to surface a broad mix of featured articles, trending content, category-led stories and product recommendations.
Creating a magazine-style homepage
The new homepage used a structured editorial layout to present a large amount of content without feeling cluttered.
Large feature panels introduced key stories, while image-led grids highlighted categories and trending articles. Clear section headings and consistent card layouts helped users scan the page and move quickly into areas that interested them.
The overall design retained the visual feel of a fashion and lifestyle publication while giving Robin more control over what content was prioritised.
Introducing a shoppable product area
Product recommendations were an important part of the Man For Himself content, so I created a dedicated shoppable area for affiliate products.
This allowed Robin to present grooming and style products in a more organised and visually consistent way, with clearer links between editorial advice and product discovery.
Products could also be surfaced within relevant pages and features, helping create a more connected journey between content and affiliate recommendations.
Building the solutions area
A new solutions section was developed around common grooming and self-care questions.
Users could browse advice and remedies relating to subjects such as hair loss, skin concerns and grooming routines, making the site more useful as a practical reference rather than simply an editorial feed.
This structure also gave Robin a clearer way to group related articles and respond to the recurring questions raised by his audience.
Designing for ongoing publishing
The website needed to support a high volume of regular content without becoming difficult to manage.
I designed and developed flexible WordPress layouts that allowed Robin to add new articles, update featured sections and manage product content while maintaining a consistent visual style.
Reusable components made it easier to build varied pages without requiring every layout to be designed from scratch.
Custom WordPress development
The site was developed as a bespoke WordPress theme tailored to Man For Himself’s content and commercial requirements.
The build included responsive editorial layouts, product sections, category-led content areas and flexible tools for managing the homepage and wider site structure.
The goal was to give Robin more control while keeping the editing experience straightforward.
The result
The redesigned website gave Man For Himself a broader and more structured digital platform.
It brought grooming advice, style content, product recommendations and practical solutions together in one place, helping the brand feel more established and making it easier for users to explore beyond the latest article.
Client feedback
“It was an absolute dream to work with Sofi. She is professional, creative and delivers above and beyond. I was so impressed by her work ethic and ability to take my very sketchy vision and make it a reality. Thank you, Sofi. Looking forward to our next project together.”
Robin James – Man for himself
Services
- Website design
- UX and content structure
- Editorial website design
- Custom WordPress development
- Responsive web development
- Affiliate product integration
- Product-directory design
- Grooming solutions hub
- Flexible content layouts
- Ongoing publishing tools
Has your blog grown into something bigger than its current website can support?
I design and develop custom WordPress platforms that bring editorial content, products and useful resources together in a clearer, more flexible experience.
