The New York Times

As The New York Times Company grew beyond its role as a paper of record, it sought to redefine itself as a global media leader. AREA 17 developed a brand vision that fused the paper’s journalistic excellence with its new, expansive role in digital media. 

Our modular design system aligns NYT Co's rich storytelling tradition with its growing array of digital offerings. This scalable framework allows for seamless content delivery across platforms, ensuring the brand can adapt to future media formats and technologies. By emphasizing transparency and aligning the company's values with its people, the new identity reaffirms NYT Co as a forward-thinking media brand.

With the redesign, we shifted the corporate website from a resource hub to an intimate, story-driven experience that emphasizes the people and values that shape The Times’s important work. Content is structured to emphasize transparency, highlighting the depth of the company’s commitment to journalistic integrity and inviting audiences to connect more deeply with the people behind the headlines.

This narrative focus also reaches prospective employees through the website's dedicated Careers path, attracting new talent by positioning NYT Co as an inclusive, purpose-driven workplace.

The New York Times needed a solution to unify its growing organization under one mission. With this in mind, we developed At The Times and Times Central—two platforms that streamline internal communications and knowledge sharing for employees.

These tools consolidate resources to make collaboration easier and strengthen a sense of community in the organization, extending beyond the newsroom to the entire company. Both platforms use a modular design system featuring personalized dashboards and integrated content feeds, allowing employees to stay aligned with company goals and access relevant information on demand.

To strengthen community ties and build trust in the brand, we expanded The New York Times Company digital ecosystem to incorporate NYT Events, a platform that brings together live and virtual events. Events transform one-way publishing into dynamic, real-time dialogues between journalists, experts, and audiences.

Events span everything from cultural experiences to panels on pressing global issues, reinforcing NYT Co's role as a trusted facilitator of important conversations. The design system supports a distinct identity for each event, ensuring it feels both unique and cohesive with the wider brand, and ensuring the platform can adapt to new event types.