VISUAL DESIGN LANGUAGE

Designing a System for Storytelling

THE NEW YORK TIMES

This was a detailed design project introducing a new design and build framework at The New York Times.

Untitled-Media-Group-NYT-Design-Sys-IMG-2560×1440-1

Design (and specifically digital design) was facing a global existential challenge: speed and cost were being driven down, but we hadn’t moved with the times. When we looked at our internal processes, we found that it took us 8 weeks to get a web page live, versus 1 day from one of our closest competitors.

Untitled-Media-Group-NYT-IMG-1024×768-Copy-8-1
Untitled-Media-Group-NYT-IMG-1024×768-Copy-9-1

The Atomic library is a collection of design components that live as a shared library of code, sitting on top of the existing CMS, that can be repurposed for each branded content client.

Untitled-Media-Group-NYT-IMG-1024×768-Copy-6
Untitled-Media-Group-NYT-IMG-1024×768-Copy-6

We collaborated between editorial and design teams to collate the best performing components from a storytelling point of view, which formed the basis of a vast pattern library.

Untitled-Media-Group-NYT-IMG-1024×768-Copy-12-4
Untitled-Media-Group-NYT-IMG-1024×768-Copy-13-4
Untitled-Media-Group-NYT-IMG-1024×768-Copy-10
Untitled-Media-Group-NYT-IMG-1024×768-Copy-11
Untitled-Media-Group-NYT-IMG-1024×768-Copy-14

We set the design ambition for future projects to create the most immersive storytelling possible within the shortest amount of time based on a fully responsive mobile-first grid.

Outcome

We were able to invest the time saved into collaborating more closely with internal teams and a programme of continuous improvement.

Credits / Studio: The New York Times / Creative Direction: Chomoi Picho-Owiny

More

Tommee Tippee The Boob LifeInstagram, PR

Meta Queens of the MetaverseInstagram, AR + VR, Influencer, Talent, PR

Burberry Love the Spoken WordBrand Film, Talent, Editorial

Bloomberg Art + TechnologyYoutube, Editorial

Netflix Ada TwistYoutube, Editorial

Logitech Worklife UpgradedTikTok, Instagram, Facebook, Influencer, Advertising

Gousto DNA DishesInstagram, Talent, PR

Speedo Swim StoriesInstagram, Editorial

Rimowa Every Dent Tells a StoryBrand Photography, Editorial

You Don't Own MeCommission

UN Women Draw the LineCampaign

Dove Hair TalkEditorial, Photography, Design

Vodafone Brand IdentityBrand Identity

Popeyes Make it PopInstagram, PR

Google The History of UsSocial

Mayor of London Air PollutionAdvertising, Stunt

vitaminwater Shine Bright StudioExperiential, Film, Influencer, Social

Nike Do It Kinect Training for XboxFilm

UBS Are You Investing in What Matters to You?Editorial, Design, Advertising, Instagram, Facebook

Mulberry Audience AnalysisStrategy Report

Hope Not Hate Brand Identity and Website RelaunchBrand Identity

Ophir GinInstagram, PR

Max Factor Make Glamour HappenSocial

Nordic BalanceBrand strategy, Identity, Design, Photography

Mercedes-Benz CLA StorySocial, Talent, Influencer

Audemars Piguet Enter the Dataverse and Beyond WatchmakingFilm

The New York Times Visual Design LanguageDesign

Skyscanner Through the Eyes of a ChildTV, Advertising, Integrated, Digital

Unilever Walls Ice Cream Share HappyAR, Social

Dirty TaggingAI

Humans 001AI

Technology 001AI

Pop-CultureAI

Junk LetteringAI

WIP

Get Work in Progress (WIP) to your inbox, a weekly download of culture, art + AI

Work

Thoughts

Testimonials

Dream to work with

There is only one word for Chomoi. PHENOMENAL. I LOVED working with this man. He’s creative gold. Absolutely brilliant and a dream to work with. He’s just great.

Lucy Witts

Senior Producer, Venture Video

A great inspiration

I had the pleasure of working with Chomoi and and it was great to see such a passionate and articulate creative director in action. He was a great inspiration to the team, a true professional.

Mandy Chan

Senior Interaction Designer, Google

A valuable mentor for me

Chomoi is a highly skilled and passionate creative director. I thoroughly enjoyed and learnt a great deal during our time working together... He is a person who champions creative thinking, has excellent presentation skills that are effective when communicating with clients and the wider team. Chomoi was also a valuable mentor for me, sharing his knowledge in the interests of seeing me succeed.

Fernando Lobina

Senior Designer, AKQA

A true inspiration

Chomoi is a true inspiration. His ideation is innovative. His mentoring is invaluable. I will take so much away from working alongside someone with such an abundance of experience.

Amber Howe

Design Lead, IBM Expert Labs

I’d jump at the chance to work with him again

Chomoi was always driven towards creating the best possible work we could. He's an inspiring mentor, and I'd jump at the chance to work with him again.

Eleanor Nugent

Creative Director, Warner Bros.

Genuine creative talent

Chomoi is insightful, passionate and a genuine creative talent. He is an absolute pleasure to work with and you can always rely on Chomoi to come up with strong creative work to be proud of at every meeting. I miss working with him and recommend him extremely highly!

Maggie Lonergan

CEO, Publicis Emil

A rare breed

Chomoi was an inspiration. He created solutions that clients loved, users understood, all the while focusing on the bottom line of the business. His innovative style always pushed projects further than the brief. A rare breed of Creative Director.

Hitesh Supeda

Senior Experience Designer, Habitat

An inspiring professional

He's simply an inspiring professional and a great leader. He always strives to reach creativity excellence with a smile on.

Sara Simoncini

Art Director, Sapient

Visionary and out of the box

His presentation style is extremely consultative and collaborative. He always had the end user in the centre and spun ideas that were visionary and out of the box.

Pawan Udernani

Senior Director, Publicis Sapient

His greatest forte is to contantly question key fundamentals of what’s being delivered

Highly conceptual and always hands on, Chomoi has been a storm of inspiration in every project I've worked with him. He is also quite a connoisseur of fine dining and boutique hotels.

Daisoo Lee

Creative Director, Sky

Innovative ideas

Chomoi has the ability to grasp the business need of the client, understand what the brand stands for and come up with original innovative ideas to solve the clients business problems - quicker than any other creative director I have worked with.

Shailesh Sreedharan

Senior Manager, Publicis Sapient

© Untitled Media Group Ltd 2024