The Washington Post Video + Motion Identity
As part of the effort to shift public perception of the renowned, heritage brand that is The Post into something more modern, it was recognized that change needed to begin to take shape within the organization first. The company’s internal video communications were a jumping off point in instilling The Post’s fresh new image.
Challenge
The Washington Post was founded in 1877. Its image has transformed and shifted throughout the years, but as its longstanding legacy continued to age and grow, so did the need to preserve a recognizable visual identity.
Solution
Changes to the visual identity needed to be the right amount of drastic, but still be rooted in the familiar. To usher in a new era and a new look for The Post, some examples of change that I injected into our motion identity included:
Leaning into different scales and weights of our brand’s typeface
Expanding an existing internal motif of floating colorful squares to bleed into transitions and layering of videos and imagery
Dynamic imagery selection, exclusively
Bespoke animated graphics
Sizzle played to drum up excitement and movement at the rollout of the company’s new business plan in 2024.
End of Year Sizzle 2024
Celebrating employees who celebrated their 20 year anniversaries with The Post at the annual Eugene Meyer Awards Ceremony.
Role: Direction, video + audio editing, motion graphics
Tools: After Effects, Premiere, Illustrator, Photoshop
Copy: Sheila Hayes, Regina Wung
A/V: Trevor Hains
Supervisor: Tova Diamond