My first objective was to draw as much inspiration as possible from our print design. Since we have a dedicated print team and physical magazine, it was important to bring that same visual impact to our social media. Some covers were direct translations that needed to be rebuilt for social, others were influenced by color palettes and fonts, and in some cases, I created entirely new designs. Throughout this process, I kept in mind the reusability of these assets, as many of these covers are recurring and central to New York’s brand.

The second objective was to develop a cohesive visual strategy for our cover stories. Partnering with the Senior Visuals Director, I began designing assets for larger annual issues like (Reasons to Love NY, Etiquette Guide, Summer Food). I also introduced rubrics to each post to clearly differentiate them from regular blog content. Together with the social editors, we established a cadence of multiple posts per cover story, creating a visual “takeover" when necessary, though not all stories required this approach. In addition to static posts, I expanded our content strategy by creating video assets, reels, and Instagram stories to diversify our social presence. One of the standout projects was animating Vulture’s first digital cover a collaborative effort with our Design Director, Senior Visuals Director, Senior Designer, Photo Director, and Editor-in-Chief.