BRAND + Marketing
I entered The Times brand marketing department at an exciting time when a lot of change was beginning to take place. The Times had always marketed the paper/products like crazy but without much attention to design. Marketing looked nothing like the paper itself or NYT brand. Our creative director and team worked together to create a brand guideline to move forward only designing marketing assets that truly aligned with The New York Times. This meant pulling in the things that make the paper itself so special; illustration, good photography, and good use of typography. Our team also arranged photoshoots to create beautiful product photography/video to use in marketing. I was lucky enough to be a part of a photoshoot (see photos below), where I created moodboards/helped art direct the mood of the shoot as well as assisted during the shoot day itself.
Our banner ads used to have wonky buttons, numerous typefaces that didn't belong and stock photography...now we've made the transition to banners that look more like this. My role was to assist art directors in producing these asset– rearranging/adjusting for the various banner sizes.
As a team we've been changing the way our emails look completely the same way we have with the banners. Utilizing illustration in fun ways and cleaning everything up. My role with emails was the same–versioning out and rearranging (which is fun when using great illustrations!).
Same goes with rich media, which has been interesting to work with as these assets are always evolving and becoming more sophisticated and animated.