Creative direction of economist.com redesign.
Responsible for developing the creative brief: Taking the site fully responsive, whilst updating the design language to reflect the progressive yet heritage soaked nature of the Economist brand. Making it resonate in the crowded, online premium news space.
Working in a small cross functional redesign team, leading initial brain storming around the brand together with Edenspiekermann (the digital agency and product designers behind Die Zeit online) and Erik Spiekermann (the self confessed typomaniac). We researched and implemented a new typeface combination to update the typography whilst communicating the brands heritage. Ensuring that the new brand typefaces worked across all platforms including the print edition, a wide suite of apps, and The Economist sister brands including the luxury lifestyle magazine 1843 and The World In was vital to the choices.
The site is designed with a component based, mobile first approach, to reuse and scale all components for different areas of the site. (Designed also to be scaled across other brand sites.) Worked closely with UX and editorial to reduce and streamline navigation and onward reader journeys.
I commissioned a bold set of blog identities from Noma Bar, a world class illustrator who has a long creative relationship with The Economist. These modernised and compliment the new design language of punchy simplicity, suitable to a mobile first, progressive news brand.
Working with stakeholders, product managers and the cross functional team to iterate and test the new features and user journeys in an agile environment. Launching the site as a beta to an increasing percentage of users allowed data and live usage to inform design iterations. These iterations are still continuing under the direction of a new product team.