Refreshing an iconRenowned for its clever clues and cultural references, The New York Times Crossword is a beloved cross-platform product that ranges from easy to challenging, and appeals to a broad audience seeking entertainment, mental exercise and community.
As art director of New Products & Ventures, I led a cross-functional team through the product’s brand refresh to update its brand identity, messaging, typography and art direction. Through a strategic creative phase we presented a fresh visual and verbal approach to telling the Crossword brand story, grounded in the Crossword’s heritage, business and marketing objectives, and audience insights. The scalable and cohesive system leverages core elements—typography, color, editorial tone of the NYTimes brand while furthering the product’s distinct brand story.
Wordplay, every day.Portable and new every day, The Mini Crossword is the perfect companion to your coffee break or daily commute. Whether you’re a dabbler or devotee the Mini packs big fun into a bit-sized puzzle.
In 2019, I led the art direction, design, and execution of The New York Times Crossword’s first-ever brand campaign. The campaign strategy focused on convincing audiences that their downtime is best spent enjoying the fun and satisfying challenge that only The Mini Crossword can provide. Central to the strategy was the theme of play, brought to life through the campaign’s message, “Wordplay, every day,” and a delightful cast of characters embodying the personality and spirit of The Mini.
Role: Art Director & Designer
ECD: Laura Ford
CD: Stina Sawdust
Copy: Chris Skurat & Michael Dougherty
Strategy: Brenda Natoli
Design: Austin Alphonse
Development: Julio Vela
Illustration: Elena Xausa
Animation: Lorenzo Fonda