Brand Tagline and Strategy
California sees many of the issues that our nation struggles with first-hand and is often the first to take action – climate change, immigration, housing, and equality. Yet because most major media outlets are on the East Coast, the perception is that the East Coast is where the news is happening.
‘The state of what’s next.’ gives our reporters credit for covering the progress California is making and for finding the stories that make the world better. All while positioning Los Angeles Times as the source for information about progress on the issues that matter most.
‘The state of what’s next.’ gives our reporters credit for covering the progress California is making and for finding the stories that make the world better. All while positioning Los Angeles Times as the source for information about progress on the issues that matter most.
Out of Home
For this localized campaign, we identified what topics were of the most concern in Los Angeles and posed these open-ended questions with the hope that we would engage them in a conversation with the paper.
Murals with Local Artists
The Farmers Market at the Grove attracts more people from all over the world than Disneyland. We worked with the one of the last remaining newsstands in Los Angeles and six local artists to create an art installation about everything that makes L.A. the amazing city that it is. For more details about the artists and the project, click this.
“It’s Easy to Spot a Subscriber” - Product Campaign
This light-hearted and fun campaign highlighted products that people may not have know the L.A. Times offered.
This light-hearted and fun campaign highlighted products that people may not have know the L.A. Times offered.
Brand Anthem Film
This commercial was the first articulation of the brand position and is comprised of all L.A. Times staff photography.
The Pandemic
Information Keeps Us Together
When coronavirus lockdowns began, brands went to market with their reaction to ‘these unprecedented times.’ Most felt like desperate ways to remain relevant, but it was essential that the L.A. Times put a message into the world that encapsulated a journalist’s purpose: to inform the public.
Election Coverage Support
One of the top converting pieces every year is the editorial board’s voting guide. Here is a collection of work that promotes it.
Instagram Stickers
We created a social campaign designed to celebrate and encourage voting early.
To support our local voter guide we made a film highlighting the issues that were on the ballot in November.
Podcasts
My team has the opportunity to concept and design the keyart for podcasts that the newsroom works on. Once we have finished art, we create all assets to market to promote it. Here are a few of my favorites, if you haven’t heard these, give them a go!
