State of The Times
Description
Identity for the New York Times “State of The Times”— a day-long event held annually in the Times Center for all NYT employees. More than just a town hall meeting, the identity needed a fresh update for each year reflective of our strategy. We worked with Daisy Chain Studio on the identity and motion, infusing their experimental approach into an institutional brand. Taking cues from the folded newspaper, the identity utilized a graphic as the centerpiece for all expressions, serving as an “entrance” into the content. The graphic conveyed a larger idea about the Times in a simplified way—from the literalness of the pages turning to the constant change involved in addressing the news cycles. The system was comprehensive—from posters, totes, printed signage, decals on our entry doors, digital signage in the cafeteria, presentations, NYT culture films, custom musical scoring for our animations and videos, to a playlist by Questlove.
