Additionally, Washington Post Media had too many sub-brands and identities associated with it in editorial and marketing to be recognizable or cohesive overall. In order to provide users with a comprehensive overview of the Washington Post Media product suite, we would need to first define individual brand identities for each product, and then create a site that spoke to those brands cohesively.
The site's hierarchy was designed to allow users the ability to quickly scan each product while learning about rates, timelines, upcoming events, and reach for each entity. To organize each user story, we created a hierarchy tree from the requirements. From there, we could simplistically align each product's necessities.
Above: The site's landing page.
Above: The site's product page, in which each sub-brand received a custom color and brand identity to form a cohesive suite.
The site relied on a Drupal-based CMS that would allow internal ad teams to maintain and update each brand's information as necessary. The page structure was designed to align easily with Drupal's component-based layouts.
Above: The Product page for Capital Business.
Within the CMS, editors and administrators could easily track RFPs, update deadlines, and keep track of new product needs as revenue increased.
Above: The Product page for The Washington Post.
This project entailed a mix of visual design and branding, creative direction, and comprehensive UX design.
Copyright 2018, Chloe Negron