When I joined New York Magazine in 2021, the team was relying on screenshots for all six of its vertical accounts (NY Mag, The Cut, Grub Street, Vulture, Curbed and The Strategist). In cases where screenshots weren’t used, stock images were paired with lengthy captions to provide context. Blog posts, cover stories, feature articles, and columns lacked distinct visual treatments. My goal was to ensure that our audience could instantly recognize content across each feed with just a quick scroll.

The first objective was to design simple, eye-catching blog post templates for each vertical, while staying true to branding guidelines. Each vertical has its own unique headline font and color, with body text serving as a consistent design element. The templates also needed to align with both web and print design standards to preserve New York Magazine's established branding.

The second objective was to create an efficient, user-friendly process for our social editors, enabling them to post without requiring extensive experience with design software. Speed was a key consideration, given the fast-paced nature of news cycles.