Challenge
When The New York Times began creating multimedia properties, they needed to bring their sprawling and untamed video library up to the design standards of their award-winning publications. With no in-house team able to do so, Work-Order was brought in to establish a strategy for the delivery of the brand’s video offering, as well as a cohesive, hierarchical design system to house the content.
Solution
To achieve this, we updated the video landing page to better serve content to viewers; created sections, or a system of channels, that paralleled the print and website experiences; branded all videos with a powerful logo mnemonic; designed a system to help visually differentiate content by subject, tone, type and length; and created an easy-to-implement video toolkit for use in the existing editing software. First, we altered the Times’ iconic, blackletter “T” to include a play button so viewers could quickly identify a thumbnail as a Times video. The film flash animation and rich-toned audio cue act as palate cleansers after the pre-roll advertisement and set the stage for the content.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.