Skift: Website & Design System Refresh
Redefining a brand ecosystem
2021
Over the course of a decade, Skift rose from a scrappy media start up to the most influential news platform in the global travel industry. We needed to refresh the look of the website and brand to better match Skift’s mission, values, and market position as an editorially-led company and make it easy for audiences to engage with content and discover our sub-brands.
I set the creative strategy, vision, and scope with our agency partner Design Rocket and led Skift’s in-house design team efforts to implement, scale the effort across sub-brand websites, and activate a new visual strategy and philosophy across online and offline platforms and mediums.
Brand & Digital Strategy – Creative Direction
Connected ecosystem
One of my main goals for the redesign was to make each Skift brand standout – Skift, Skift Research, Skift Meetings, Airline Weekly, and Daily Lodging Report – while giving the audience a cohesive, connected experience across digital and physical platforms, actualizing the a living, modular design philosophy.
