The Wall Street Journal

DIGITAL DESIGN
INTERACTION DESIGN

Repositioning a century-old brand for the next generation of readers

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.

Campaign work

Each piece was built to flex: same visual system, different urgency, audience, and moment. The grid below shows the breadth of the campaign library — from $1 intro offers to Pulitzer-moment editorial.

The 2024 election called for something unmissable

WSJ's Election 2024 campaign extended from digital to Times Square and beyond — art directed for high-impact out-of-home moments that would hold their own in the noisiest media environment of the decade.

1B+impressions across
digital & OOH placements

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.