The New York Times: Transforming into a Digital Content Powerhouse

Lead/Client: Brenda Natoli, Brand Director

CREATIVE STRATEGY | VERBAL IDENTITY

Challenge

Old-school newspaper to cutting-edge media titan. NYT needed a rebrand across all properties to break out of traditional syndication.

Engagement

Partnering with T-Brand Studio, I helped revamp The Times’ Licensing Group. Overhauled UX, new messaging – all aimed at non-traditional clients to showcase untapped value.

Transformation

Rewrote the narrative. Simplified user experience. Highlighted discovery. NYT’s first B2B move demanded a voice shift – balancing legacy with clear customer benefits.

Advocacy

The outcome? NYT expanded its reach, unlocking new business. The fresh digital experience and strategic messaging positioned them as a versatile content partner, building stronger, lasting relationships.

Key Results:

Enhanced user experience on the syndication site.

Clear mission and brand communication.

Integrated strategic voice across 100+ NYT properties.

Case studies illustrating the benefits of Times content.