CREATIVE DIRECTION
The New York Times Store
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THE BACK STORY
When I first started working on the store, it was clear that the products, marketing and visual identity were not living up to design caliber of the wider company.
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After a year of dedicated development, we relaunched on Shopify with a cohesive new look—spanning new products, website, and art direction.
Over the years we continued to polish the store brand, but our North Star has never wavered: creating a brand experience that mirrors the integrity and quality of the journalism we support.
THE BRIEF
How do you encapsulate the essence of The New York Times in physical goods? More importantly, how do you translate editorial rigor and excellence into seemingly ordinary products like hats and apparel?
Focusing on the details
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Telling the story of quality and craft →
Elevating to a lifestyle brand
Telling the story of quality and craft →
Elevating to a lifestyle brand
Focusing on the Details
Every design decision was made with intention. My team and I obsessed over the details of material, fit, and color to ensure that our everyday merchandise served as a sophisticated extension of the brand identity.
That attention to detail shows in the final product. Merchandise that reflects the standards of the brand it represents.
Telling the Story of Quality and Craft
As our product range expanded, I prioritized superior construction and intentional design, seeking out makers and artisans with compelling narratives.
We shifted our focus toward integrity by emphasizing the 'who' and the 'how' behind every piece. I am incredibly proud of the collaborations we built and the opportunity to bring the stories of these passionate craftspeople to the forefront.
Elevating to a Lifestyle Brand
After overhauling the basics, we moved beyond 'merchandise.' We began an intentional transition from a simple brand shop to a curated lifestyle destination.
Better art direction, stronger photography, and a more intentional visual language turned familiar products into something worth wanting.
Featured Collections
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FEATURED COLLECTION ONE
The best merchandise doesn't just carry a brand. It carries a message. These collections were built around The Times' most meaningful editorial missions.
The Local Edition
The Times has always believed that local journalism matters. This collection was built around that idea, translating a campaign about New York's five boroughs into something people could wear and carry. Each piece tied to a specific neighborhood, each one a way to show your love for the city you call home.
To ensure authenticity, we cast a representative from each area and photographed them on their home turf, grounding the collection in the real communities it represented.