The New York Times

Editorial authority, built for a digital subscription business

At The New York Times, I led Brand Creative as the company accelerated its shift to digital subscriptions. As Executive Creative Director of Brand Design and Marketing, I directed a multidisciplinary team of 50 across brand systems, product launches, acquisition campaigns, and subscription experiences—building a creative foundation that supported growth without compromising the authority of the newsroom.

The work helped The Times surpass one million digital subscribers, with subscription revenue growing 20% in 2014 and 46% in 2015.

The New York Times editorial typography guidelines showing five type families and examples in use — The company’s first comprehensive system connecting editorial and marketing expression established shared principles for typography, interaction, messaging, and application—without diminishing the newsroom’s distinct character.

T Magazine launch campaign shown across three fashion covers — Brand Creative gave audience-specific launches a distinct expression within the larger Times brand.

New York Times mobile product launch campaign across Apple Watch and Android — Product campaigns translated The Times’ editorial authority into direct, contemporary acquisition creative.

International New York Times print campaign built around global perspective — The international campaign framed global reach as perspective, carrying one idea from brand narrative into print and digital acquisition.