We also work with a host of non-profit and private sector organizations.
A toolkit to reinforce journalism’s most prestigious brand and align new services
We worked with the Times to codify its design tools into a cogent set of principles and rules to make every communication feel more ‘Timesian’. Those inside the organization as well marketers, designers and advertisers which partner with The New York Times use this ‘brand book’ to reinforce the brand. We created an award-winning website for the travel product ‘Times Journeys’, and continue to offer strategic and creative services to support the new ways one can travel with The New York Times. nytimes.com/timesjourneys
Alongside our partners at Sotheby’s Institute of Art, we designed a digital interface for The New York Times’ new school, nytEDU. We focused on the user in both our visual design and when developing the content strategy – which included sitemaps, wireframes and program naming recommendations – ensuring users are aware of all the ways to learn with The New York Times. nytedu.com
A bright new brand for 21st Century journalism
Objective Subject implemented the master brand strategy of the world’s largest news organization, unifying the ‘One AP’ identity across its global network of media channels and properties. Our team created a cohesive and bold visual identity which communicates the mission and values of the Associated Press. We supported AP’s digital teams in the consistent implementation of numerous products, including print, screen, online and the briefing room.
Continuity and alignment
Objective Subject created a visual system to express the high-quality, authoritative and forthright nature of the Foreign Affairs brand. We built on existing visual elements, including the iconic wordmark and light blue color, to keep continuity with the publication’s rich history. Foreign Affairs also sought to define how better to use its name, since it is both the publication title and the field-at-large. We created an alternative identity which emphasizes an affiliation with the publication, and which complements the historic wordmark with an alternative color.
An august think-tank gets an understated brand
The historical and exclusive Council on Foreign Relations partnered with Objective Subject for more than eight years for brand consultation, to oversee and implement its identity program in both print and digital contexts, and to develop a range of marketing, advertising and media materials including innovative and engaging infographics.
A digital hospitality experience
The Brooklyn Academy of Music is a historical and progressive multi-arts venue, with an important development role in Brooklyn. Our design research found visitors struggling to find their way through the BAM campus and its many venues. Objective Subject designed a visitor experience that seamlessly integrated BAM’s existing web platform and visual brand to help guests plan an evening around a BAM outing, from pre- dinner drinks to their subway ride home. bam.org/visit
A well-conducted digital presence
Performing without a conductor, Orpheus is one of the world’s top chamber orchestras. Its digital presence needed both to present its distinctive story and accomplish key business goals in ticket and subscription sales. Objective Subject designed and built a website solution which layers different elements, bringing the vitality and emotion of Orpheus’ music to every user interaction. orpheusnyc.org
A club feel for cinema devotees
Since 1909, the National Board of Review has been New York City’s premier film awards organization, dedicated to the celebration and advancement of excellence in cinema. We developed an appropriately modern visual identity, inspired by typography in their early publications. Our work extends through a suite of materials, including a website, that recall the velvety and clubby feel of a projection room. nationalboardofreview.org
An elevated experience for a growing dance company
In collaboration with Gina Gibney, Objective Subject helped the growing dance organization define its brand position and develop messages to best communicate the breadth and depth of its programming and future vision. Our work included designing and building a new website, and creating visual communications worthy of any major NYC arts organization. gibneydance.org
Chocolate for Experts
After nearly 150 years of making the best chocolate in the world, the Guittard Chocolate Company was looking for a way to unify its brand across its communications and leverage its reputation for quality and integrity. Our team conducted in-depth research with employees, partners and customers to identify key values and brand personality traits. We recommended the adoption of a ‘master brand’ strategy, centered around the promise of 'Chocolate for Experts.' We created the corporate wordmark from founder Étienne Guittard’s signature, and used the company’s navy blue for the master brand, supported by a palette of subtle, earthy and bright colors to denote the quality of the natural ingredients. guittard.com
The spirit, and the letter
of the law
Carr McClellan is a Northern Californian full-service boutique law firm. They sought a new visual system to convey their new brand positioning: a firm committed to advancing clients’ business goals with an effective, down-to-earth and enthusiastic approach. We designed a visual system which perfectly balanced modernity with the firm's strong heritage and persistent stability amidst a volatile economy and industry. carrmclellan.org
Education through travel
A leader in educational travel for nearly 50 years, WorldStrides offers a wide range of traveler experiences, from elementary school trips to group itineraries for MBA graduate students around the world. Focusing on website user needs, we created a robust content strategy to harmonize disparate metadata. Our research and analysis showed that the individual trip or itinerary should be the key node around which all content is organized. We created a series of reusable content modules which are shared amongst itineraries, and which create unique and immersive experiences for the user as well as simplifying site maintenance. Since launching, lead generation has increased 50%. worldstrides.com
