USA Today Network: Story Behind The Story Campaign
CLIENT:
USA Today Network, Part of Gannett
THE BRIEF:
Create a minimal and highly adaptable campaign system to spotlight award-winning photojournalism across the entire national USA Today Network, ensuring the system scaled across dozens of markets while maintaining local relevance.
DELIVERABLES:
Social Media Campaigns · Online Digital Assets · Print Advertisements · Minimalist Design System.
USA Today Network, Part of Gannett
THE BRIEF:
Create a minimal and highly adaptable campaign system to spotlight award-winning photojournalism across the entire national USA Today Network, ensuring the system scaled across dozens of markets while maintaining local relevance.
DELIVERABLES:
Social Media Campaigns · Online Digital Assets · Print Advertisements · Minimalist Design System.
OVERVIEW:
The USA Today Network required a unified national campaign to spotlight its highest-caliber, award-winning photojournalism.
The USA Today Network required a unified national campaign to spotlight its highest-caliber, award-winning photojournalism.
My job was to create a minimal design system where the visual complexity was handled entirely by the photography itself, allowing the powerful images to lead the narrative while ensuring the system could adapt seamlessly across dozens of markets and different media (digital and print).
Design as a Vessel for Journalism
The primary design challenge was restraint: to create a system that elevated the photography rather than competing with it.
I developed a minimal typographical and visual framework that provided essential campaign messaging without distracting from the powerful journalistic images.
Scaled Nationally, Adapted Locally
The system required flexibility to function across the entire USA Today Network. I created template specifications that scaled efficiently from high-visibility print ads to optimized online and social assets. The system was robust enough to handle the volume and variety of photojournalism from dozens of regional newsrooms.
