Case Study: Step it up!

The New York Times had no brand system for their video offering, which was quickly becoming a focus for them as an organization. They simply grew too fast and realized the essential pieces of the mother brand’s design cadences and characteristics were lacking.

Our goal was three-fold:

1. Create a strong visual identity for the video platform, and rename it Times Video.

2. Communicate the breadth, diversity and surprising nature of the Times’ video content with simplicity and elegance.

3. Deliver a nimble, version-able system that the in-house team could update and execute easily.

We designed a strong, consistent visual style that featured both image and title while eliminating decision-making on the part of the editor, removed dates for timeless content and added channel “sections” to parallel the structure of the physical and digital offering.

Full case study here.

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