The Independent defined itself as a “Blog in Print” for entrepreneurs and side-hustlers. It was a collection of articles and worksheets from leading online solopreneurs designed in a beautiful, high-quality magazine and delivered to you. The Independent brand had to be fun, sophisticated and personal. You had to feel like the articles that you were reading were trustworthy and the information was well laid out. Since the issues also included a worksheet aspect, everything had to be designed in such a way to help the reader organize and retain information.