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.
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.
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.
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.
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
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Creative Direction
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© Chomoi Picho-Owiny 2025