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. This phase of work focused on a strategic creative exercise to present a fresh visual and verbal approach to telling the Crossword brand story, grounded in the Crossword’s heritage, brand strategy, marketing objectives and audience insights.
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.