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2022 / THE NEW YORK TIMES
NYT GAMES BRAND REFRESH
We created a marketing brand system for NYT Games that put gameplay front and center.
By developing refined versions of the gameboards and establishing clear guidelines, we built a toolkit that highlights the essence of play while preserving the crafted and delightful feel The New York Times is known for.
2022 / THE NEW YORK TIMES
NYT GAMES BRAND REFRESH
As the marketing demands for NYT Games grew, the team recognized the need for an updated brand identity specifically designed for marketing. The existing artwork, while visually appealing, didn’t capture the essence of what truly entices players – gameplay. This brand optimization separated brand assets from marketing assets and established new guidelines in order to support these marketing goals.
THE CREATIVE TEAM
CREATIVE LEAD - IDA WOLDEMICHAEL
ART DIRECTOR / DESIGNER - CARO TURCIOS
MY ROLE: ART DIRECTOR / DESIGNER
MY RESPONSIBILITY WAS TO CONCEPTUALIZE STRATEGIES TO TAILOR THE EXISTING GAMES BRAND SPECIFICALLY FOR MARKETING INITIATIVES. THIS INCLUDED GATHERING EXISTING PRODUCT ASSETS, CREATING NEW ONES, AND CONSOLIDATING THEM ALONG WITH THEIR GUIDELINES INTO A COMPREHENSIVE MARKETING SPECIFIC ASSET REPOSITORY.
PROBLEM
OUR TEAM IDENTIFIED THAT MARKETING CONTENT SHOWCASING ACTUAL GAMEPLAY OR GAMEBOARDS CONSISTENTLY OUTPERFORMED OTHER TYPES. WHILE CURRENT MARKETING ARTWORK WAS BEAUTIFUL, IT WAS OVERLY ABSTRACT, MAKING IT HARD FOR NEW USER TO GRASP ITS CONNECTION TO THE BRAND OR UNDERSTAND WHAT IT WAS ABOUT.
SOLUTION
OUR GOAL WAS TO MAKE REFINED VERSIONS OF THE NYT GAMES GAMEPLAY SPECIFICALLY DESIGNED FOR MARKETING MATERIALS WHILE PRESERVING A WELL CRAFTED AND DELIGHTFUL LOOK AND FEEL.
MY ROLE: DESIGNER / ART DIRECTOR
MY RESPONSIBILITY WAS TO CONCEPTUALIZE STRATEGIES TO TAILOR THE EXISTING GAMES BRAND SPECIFICALLY FOR MARKETING INITIATIVES. THIS INCLUDED GATHERING EXISTING PRODUCT ASSETS, CREATING NEW ONES, AND CONSOLIDATING THEM ALONG WITH THEIR GUIDELINES INTO A COMPREHENSIVE MARKETING SPECIFIC ASSET REPOSITORY.
THE CREATIVE TEAM
CREATIVE LEAD - IDA WOLDEMICHAEL
ART DIRECTOR / DESIGNER - CARO TURCIOS
WHAT IS NYT GAMES?
The New York Times Games is a collection of word and logic online games published by The New York Times. You can play them on the Games website, or either the NYT or Games app.
OLD GAMES MARKETING BRAND
The previous brand was visually beautiful but often too abstract to convey what NYT Games offers, particularly for new audiences. Still, certain elements proved effective, and those became the foundation for the new brand
SUDOKU
SPELLING BEE
THE MINI
CONCEPT
Put gameplay at the heart of the brand, so the games introduce themselves effortlessly.
We balance this clarity with whimsical elements to capture the joy of play and elevate it through the refined design language of The New York Times.
The result is a simplified and joyful identity tailored for marketing that stays true to gameplay.
BRAND COMPONENTS
To bring our concept to life, we created core brand components that would be tailored to each game.
Together, they create a flexible system that balances clarify, playfulness, and the elevated design language of The New York Times.
APPLICATION:
THE OVERARCHING GAMES BRAND
The NYT Games brand is segmented into two categories: the overarching games brand and the individual games.
Although the rebrand primarily targeted individual games, we reframed the goal of the Games brand to highlight the breadth of games, emphasizing that there is something for everyone.
APPLICATION:
INDIVIDUAL GAMES BRANDS
The individual games brands is where the new brand components really shine, showcasing gameplay, distinct palettes, and details that highlight what makes each puzzle unique
Follow master identity voice guidelines.
Simplify game UI.
Introduce a module system to add flexibility.
Animate gameplay when possible
Colors are unique to each game yet cohesive across the brand
Use games logos as design elements
Maintain a subtle nod to previous brand.
LOW FIDELITY
Games Icons
Games icons act as recognizable brand markers, used sparingly to build familiarity while preserving their integrity
Gems
Gems serve as delightful fragments of the games, adding a touch of joy to the brand
Simplified Gameboards
Simplified gameboards reduce real boards to their essentials, creating clear and flexible assets that work across different contexts
XS Simplifed Gameboards
XS Simplified Gameboards distill puzzles into icon-like forms, ensuring clarity at small sizes and representing the Games brand as a whole
True to UI Gameboards
True to UI gameboards mirror real gameplay but remain fully editable, making them ideal for educational uses like feature walkthroughs.
HIGH FIDELITY
GEMS
GAMES ICONS
GEMS
TRUE TO UI GAMEPLAY
LOOPS FOR BEEATRICE
SIMPLIFIED GAMEBOARD / MODULE
SECONDARY ART
BEEATRICE
TRUE TO UI GAMEBOARD
SIMPLIFIED GAMEBOARD / ON WHITE
XS SIMPLIFIED GAMEBOARD
SIMPLIFIED GAMEBOARD / MODULE
SECONDARY ART
SIMPLIFIED GAMEBOARD / MODULE
TRUE TO UI GAMEBOARD
SIMPLIFIED GAMEBOARD / ON WHITE
XS SIMPLIFIED GAMEBOARD
SIMPLIFIED GAMEBOARD / MODULE
SECONDARY ART
TRUE TO UI GAMEBOARD
SIMPLIFIED GAMEBOARD / ON WHITE
XS SIMPLIFIED GAMEBOARD
WIN PILLS
SIMPLIFIED GAMEBOARD / MODULE
SECONDARY ART
SIMPLIFIED GAMEBOARD / MODULE
TRUE TO UI GAMEBOARD
SIMPLIFIED GAMEBOARD / ON WHITE
XS SIMPLIFIED GAMEBOARD
WORDLEBOT
SIMPLIFIED GAMEBOARD / MODULE
SECONDARY ART
TRUE TO UI GAMEBOARD
SIMPLIFIED GAMEBOARD / ON WHITE
XS SIMPLIFIED GAMEBOARD
SIMPLIFIED GAMEBOARD / MODULE
SECONDARY ART
TRUE TO UI GAMEBOARD
SIMPLIFIED GAMEBOARD / ON WHITE
XS SIMPLIFIED GAMEBOARD
SIMPLIFIED GAMEBOARD / MODULE
SECONDARY ART
TRUE TO UI GAMEBOARD
SIMPLIFIED GAMEBOARD / ON WHITE
XS SIMPLIFIED GAMEBOARD
OTHER GAMEBOARD PATTERNS
SIMPLIFIED GAMEBOARD / MODULE
ADDITIONAL PUZZLES
SIMPLIFIED GAMEBOARD / ON WHITE
TRUE TO UI GAMEBOARD
SECONDARY ART
XS SIMPLIFIED GAMEBOARD
XS SIMPLIFIED GAMEBOARD
CD
IDA WOLDEMICHAEL
AD / DESIGN
CARO TURCIOS
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