The Wall Street Journal
DIGITAL DESIGN
INTERACTION DESIGN
After more than a century of prestige, the Wall Street Journal was ready to stretch beyond the traditional “business audience.”
As a Senior Art Director, utilizing the brand guidelines from Mother, I helped reposition WSJ through bold visual storytelling and strategic art direction, bringing fresh energy to the brand across social, digital, and print channels.
Building
a Visual Ecosystem
a Visual Ecosystem
Beyond individual campaigns, I created visual frameworks, art direction guidelines, and modular templates (static and motion) that would enable the WSJ creative team to scale, maintain consistency, and uphold a strong brand character over time.
By guiding photography choices, I ensured that each piece aligned with the Journal’s tone while leaning into new storytelling territory.
Impact
This work helped WSJ consistently present a refreshed, ownable visual identity. It strengthened recognition across channels and made campaigns easier to produce at scale—without sacrificing quality. By evolving WSJ’s visual voice, we expanded its reach and relevance while maintaining the trust and authority of its brand.
This work helped WSJ consistently present a refreshed, ownable visual identity. It strengthened recognition across channels and made campaigns easier to produce at scale—without sacrificing quality. By evolving WSJ’s visual voice, we expanded its reach and relevance while maintaining the trust and authority of its brand.
😒 Snigdha Pamula, 2024 ©