New York Times Advertising: Defining Gen Z
Design
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New York Times Advertising: Defining Gen Z

New York Times Advertising is the advertising department within The New York Times, serving the mission of seeking the truth and helping people understand the world. During my time working under T Brand Studio, I worked with the team to strategize and execute a mini-series across the department’s social channels with findings from a habit study, primarily focusing on an emerging age group unfamiliar to many in the B2B space: Gen Z.
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This project aimed to explore a refreshed format, using a combination of data, image and illustration to help build out a visual system in transforming data-heavy posts to appear friendly and intriguing across a feed. For each deliverable, I also looked for ways to increase interaction between the posts and the user, using on-platform elements to compliment how content across is taken in.

29.1%
Average engagement rate
27.7%
Average clickthrough rate (CTR)

In leading each series post or story with a full-bleed image, we aimed to break away from using a solid yellow background to help draw users into the posts. Each image that was considered and selected also had to abide to the image marketing guidelines abided by a team of photo editors to approve each photo seen across all instances.

Defining Gen Z: Perception
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Slightly rotated spreads from The Nature of Plastic's consumer booklet

On Instagram Story, using on-platform elements such as the quiz feature allowed users to interact with the “True or False” statements, while also letting out team gather results on how well our audience answers each of the interactive prompts.

Defining Gen Z: Personal Finance
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Slightly rotated spreads from The Nature of Plastic's consumer booklet
Defining Gen Z: Trust
Slightly rotated spreads from The Nature of Plastic's consumer booklet
Defining Gen Z: Having Fun
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Slightly rotated spreads from The Nature of Plastic's consumer booklet
Defining Gen Z: Audio
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Slightly rotated spreads from The Nature of Plastic's consumer booklet
Credits
Role: Design & Motion Design
Executive Creative Director, Adam Okrasinski
Senior Director, B2B Marketing, Lauren Kaiser
Senior Designer, Charlotte Rymar
Senior Manager, B2B Marketing, Alexandra Blalock
Senior Program Manager, Jon Thornton
B2B Marketing Associate, Morgan Weber
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