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
→
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.