About & contact

The New York Times

Editorial authority for a digital subscription business

Role
Executive Creative Director, Brand Design and Marketing
Mandate
Lead brand systems, product launches, acquisition campaigns, and subscription experiences
Scale
Multidisciplinary team of 50
Outcome
Surpassed one million digital subscribers; subscription revenue grew 20% in 2014 and 46% in 2015

At The New York Times, I led Brand Creative through the company’s shift to digital subscriptions, directing a multidisciplinary team of 50 across brand systems, product launches, acquisition campaigns, and subscription experiences. I also built the NYT brand marketing guidelines, giving teams a clearer shared system for typography, motion, product expression, and campaign work while preserving the authority of the newsroom.

During this period, The Times surpassed one million digital subscribers; subscription revenue grew 20% in 2014 and 46% in 2015.

Brand system — Motion and typography created a shared language across editorial and marketing.
New York Times brand standards editorial typefaces
New York Times brand standards marketing type
Campaigns and product launches — Distinct expressions for editorial franchises, subscriptions, and digital products.
T Magazine campaign shown across fashion imagery and launch materials
Men's Style campaign shown across New York Times campaign materials
New York Times Real Estate New Digs Pad Casa campaign
New York Times Real Estate Find Your Place app campaign
New York Times Cooking app campaign
New York Times Android app campaign
New York Times apps campaign across Apple Watch and Android
International New York Times — A global campaign built around the value of international perspective.
International New York Times campaign image
International New York Times campaign image
International New York Times campaign image