The New York Times
The New York Times' iconic editorial campaigns and brand identity across media and publishing
Featured The New York Times projects
This week's top The New York Times projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project The New York Times · Brand Identity
In a masterclass of institutional branding, The New York Times commissioned Base Design to craft a cohesive identity for their TimesTalks event series that bridges the gap between legacy print prestige and contemporary digital engagement. This project illustrates how a storied media publisher maintains visual authority while leaning into a vibrant, modular design language. By anchoring the identity in a disciplined grid-based layout and a sophisticated, high-contrast color palette, the designers created a flexible system that highlights diverse voices—from cultural icons like Grace Jones and Questlove to prominent journalists. The graphic execution, defined by bold serif typography and crisp vector elements, feels at once timeless and urgent. Whether applied to vertical subway posters, minimalist digital invitation mockups, or live-action stage environments, the design maintains a consistent editorial rhythm. The use of cinematic, black-and-white portraiture provides a stark, human-centric anchor against the saturated, block-color backgrounds. Through an intelligent application of UI illustration and clean, commercial aesthetic choices, the system successfully translates the weight of The New York Times into an accessible, modern lifestyle experience. The result is a sharp, professional toolkit that ensures the TimesTalks branding remains recognizable across varied touchpoints, proving that even within a rigid corporate framework, there is significant room for expressive, punchy, and highly functional graphic design.
The New York Times · The New York Times - The Truth Is Worth It: Perseverance
The New York Times campaign 'The Truth Is Worth It: Perseverance' provides a cinematic look at the investigative journalism process. The film focuses on the high-stakes environment of policy reporting, balancing architectural shots of government institutions with the grounded reality of urban street scenes. Produced by Furlined, the narrative relies on live-action technique and a desaturated palette to maintain a serious tone. Significant Others handled post-production, VFX, and animation, while the audio landscape was shaped by Wave Studios. Creative agency Droga5 London directed the storytelling, which uses text overlays to emphasize the sequence of editorial verification.
The New York Times · The Truth is Local
The New York Times explores the intricacies of municipal infrastructure in The Truth is Local, an investigative documentary piece centered on the New York City subway system. Developed by Droga5 New York, the project navigates systemic challenges through a blend of subterranean footage, historical records, and direct interviews with key transit figures and commuters. The production, managed by Furlined, utilises a cinematic, live-action technique to document transit management and mechanical failures. Post-production and VFX were completed by Company 3 New York and Significant Others, with sound design by Wave Studios NY and editing by Final Cut London. The piece leans into a high-contrast aesthetic to frame its journalistic narrative.
The New York Times · Truth Takes a Journalist
The New York Times explores the logistics of global reporting in Truth Takes a Journalist, a promotional film that maps the diverse environments where investigative work unfolds. The narrative moves through a rapid montage of varied landscapes, shifting from arid desert terrain and outdoor camps to lush natural settings. Built on a live-action technique, the film utilizes handheld camera movements and fisheye perspectives to establish a raw, documentary-style aesthetic. The production was developed by Droga5 New York and Fraser Muggeridge Studio, with production support from Somesuch and Butterfly Films. Post-production and VFX were managed by Company 3 New York and Method Studios New York, while Wave Studios NY and Walker handled the sound design.
The New York Times · 'The Truth Is Essential: Life Needs Truth'
The New York Times explores the indispensable role of journalism in daily life through its campaign, 'The Truth Is Essential: Life Needs Truth.' Developed by Droga5 New York, the project utilizes a dynamic collage of documentary footage and expressive portraiture to connect global events with individual experience. The film, produced by Somesuch US, employs a clean, live-action technique interspersed with slow-motion sequences. By weaving together urban landscapes, natural settings, and urgent news imagery, the edit highlights the intersection of narrative reportage and personal observation. Additional credits include High Five for media services, Method Studios New York for post-production and VFX, and Wave Studios NY for sound design.
The New York Times · More of Life Brought to Life - Gravity
The New York Times campaign 'More of Life Brought to Life - Gravity' explores the breadth of the publication's editorial scope through a fast-paced, multifaceted montage. The work captures a wide range of global themes, juxtaposing technical visuals like astronauts and wireframe models with the tactile details of culinary preparation, skincare, and economic data. Developed by Droga5 New York, the film leans into a dynamic editorial rhythm. The execution integrates live-action technique with graphic typography overlays and slow motion sequences to illustrate the interconnected nature of daily news and storytelling. Production was supported by BONAPARTE and ProdCo, with post-production and visual effects provided by BONAPARTE and The Mill US. Sound design and music were composed by Wave Studios NY and KO Music.
The New York Times · Sneakers
The New York Times explores the intersection of global culture and contemporary journalism in this fast-paced montage, 'Sneakers.' Produced in collaboration with Droga5 London and BONAPARTE, the project bridges diverse subjects, from the evolution of athletic footwear to the urgency of climate change and developments in aviation. Drawing on an editorial storytelling approach, the piece integrates a range of archival photographs, graphic illustrations, and modern motion graphics. The visual execution utilizes a live-action technique to weave together disparate journalistic threads, resulting in a dynamic, clean aesthetic that navigates multiple cultural and geographic contexts.
The New York Times · A Beach Of Our Own
The New York Times documentary 'A Beach Of Our Own' examines the history of swimming accessibility in Sag Harbor, NY. The film centers on William Pickens III, who discusses the area's local legacy against the backdrop of the coastal landscape. Produced by Underhill, the documentary utilizes live-action technique and natural light to capture the narrative. The visuals lean into a warm, clean aesthetic, utilizing low-angle shots within the water to anchor the storytelling in the setting.
The New York Times · It’s Your World to Understand
The New York Times campaign, 'It’s Your World to Understand,' highlights the breadth of global perspectives through a dynamic montage of human experience. The film captures diverse individuals in varied environments, from urban settings to quiet interiors, emphasising the breadth of journalistic coverage through a cinematic lens. Developed by Isle of Any, the project leans into a live-action technique that balances energetic movement with reflective stillness. The execution relies on warm colour palettes and natural lighting to maintain an editorial quality across the montage, documenting moments of artistic and daily performance with a deliberate pace.
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