The Times & Sunday Times
The Times and The Sunday Times needed a refreshed visual system to unify their identity across digital, print and campaigns. The aim was to create a flexible, modern platform that respected the heritage of both titles while giving them a stronger and more confident digital presence.
We developed a complete design system built around clear visual hierarchy, strong typography and a refined colour palette. The simplicity of the system allows content to stand out, while giving every execution a premium and consistent feel across all formats.
A key part of the system is the branded bar element, which anchors the logo, campaign messaging and calls-to-action across different formats. The rules around logo placement, sizing and colour usage ensure consistency while allowing enough flexibility for varied creative applications.
My contributions included setting up detailed guidelines for all sorts of digital assets, from website components and banners to social media content. A key part of my role was creating the design system and a robust template system. This made sure every piece of communication perfectly matched The Times' new, confident look, making content creation smoother and keeping the brand strong everywhere.
