The Lens: Evolving the Digital Identity of an Investigative Newsroom

The Lens had earned a reputation for impactful investigative reporting, but its brand and digital presence needed to better reflect the depth of its journalism and its growing influence across the Gulf South. The opportunity was to create a system that balanced editorial authority with accessibility, helping readers connect more easily with stories that shape public understanding and accountability.

I partnered with newsroom leadership to evolve the organization's visual identity and explore new digital directions for the publication. By developing a modular brand system and a series of web experience prototypes, I established a flexible framework that could support everything from long-form investigations to social content and community engagement efforts.

The work focused on translating editorial values into design. Every decision, from visual hierarchy to content presentation, was guided by the need to make complex reporting more approachable, discoverable, and engaging for readers.

The result was a more cohesive and future-ready brand presence that amplified the organization's mission while supporting the storytelling needs of a modern digital newsroom.