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New York Times Advertising

New York Times Advertising

New York Times Advertising

New York Times Advertising

Graphic Design  /  Branded Content  /  Coding

Graphic Design  /  Branded Content  /  Coding

Art Direction  /  Branded Content  /  Photography

Graphic Design /  Branded Content  /  Coding

2023

2023

2023

2023

2023

T Brand helped Wellcome Trust bring to life their commitment to climate and health research through digital and print.

Timed perfectly for this year's COP28, our team embarked on a mission to deliver an impactful and engaging experience across various formats. From a digital page and ad units inside the The New York Times, to a print cover wrap and an audio spot in The Daily, we navigated the challenge of creating a cohesive design system that worked in all forms and effectively communicated Wellcome Trust’s message.

We came up with an efficient card system that highlighted 17 stories from those at the front of climate change issues through the use of static imagery, short looping videos, quotes and statistics that were arranged and curated for a seamless experience. The urgency and seriousness of the subject matter were encapsulated in our chosen palette and strong typography, balancing a muted green tone together with high-vibrancy accent colours that not only create visual contrast but also evoke an emotional response in our readers, underlining the gravity of the topics discussed.

Timed perfectly for this year's COP28, our team embarked on a mission to deliver an impactful and engaging experience across various formats. From a digital page and ad units inside the The New York Times, to a print cover wrap and an audio spot in The Daily, we navigated the challenge of creating a cohesive design system that worked in all forms and effectively communicated Wellcome Trust’s message.

We came up with an efficient card system that highlighted 17 stories from those at the front of climate change issues through the use of static imagery, short looping videos, quotes and statistics that were arranged and curated for a seamless experience. The urgency and seriousness of the subject matter were encapsulated in our chosen palette and strong typography, balancing a muted green tone together with high-vibrancy accent colours that not only create visual contrast but also evoke an emotional response in our readers, underlining the gravity of the topics discussed.

Timed perfectly for this year's COP28, our team embarked on a mission to deliver an impactful and engaging experience across various formats. From a digital page and ad units inside the The New York Times, to a print cover wrap and an audio spot in The Daily, we navigated the challenge of creating a cohesive design system that worked in all forms and effectively communicated Wellcome Trust’s message.

We came up with an efficient card system that highlighted 17 stories from those at the front of climate change issues through the use of static imagery, short looping videos, quotes and statistics that were arranged and curated for a seamless experience. The urgency and seriousness of the subject matter were encapsulated in our chosen palette and strong typography, balancing a muted green tone together with high-vibrancy accent colours that not only create visual contrast but also evoke an emotional response in our readers, underlining the gravity of the topics discussed.

Timed perfectly for this year's COP28, our team embarked on a mission to deliver an impactful and engaging experience across various formats. From a digital page and ad units inside the The New York Times, to a print cover wrap and an audio spot in The Daily, we navigated the challenge of creating a cohesive design system that worked in all forms and effectively communicated Wellcome Trust’s message.

We came up with an efficient card system that highlighted 17 stories from those at the front of climate change issues through the use of static imagery, short looping videos, quotes and statistics that were arranged and curated for a seamless experience. The urgency and seriousness of the subject matter were encapsulated in our chosen palette and strong typography, balancing a muted green tone together with high-vibrancy accent colours that not only create visual contrast but also evoke an emotional response in our readers, underlining the gravity of the topics discussed.

Timed perfectly for this year's COP28, our team embarked on a mission to deliver an impactful and engaging experience across various formats. From a digital page and ad units inside the The New York Times, to a print cover wrap and an audio spot in The Daily, we navigated the challenge of creating a cohesive design system that worked in all forms and effectively communicated Wellcome Trust’s message.

We came up with an efficient card system that highlighted 17 stories from those at the front of climate change issues through the use of static imagery, short looping videos, quotes and statistics that were arranged and curated for a seamless experience. The urgency and seriousness of the subject matter were encapsulated in our chosen palette and strong typography, balancing a muted green tone together with high-vibrancy accent colours that not only create visual contrast but also evoke an emotional response in our readers, underlining the gravity of the topics discussed.

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Redefining the Paid Post Format

Redefining the Paid Post Format

Redefining the Paid Post Format

Redefining the Paid Post Format

Redefining the Paid Post Format

Our goal was to break away from our traditional Paid Post format, which usually consists of a simple digital page with a linear scrolling experience, to create something fresh and unique for a small-budget project.

So as a starting point, we used a card-based system to host bite-sized stories in a very visual format with mixed media assets that we sourced specifically for this project.

With minimal information and no initial client-provided imagery, the challenge was clear: how could we create a strong and cohesive visual language that supports these case studies as a whole without having a fragmented look and feel?

Our goal was to break away from our traditional Paid Post format, which usually consists of a simple digital page with a linear scrolling experience, to create something fresh and unique for a small-budget project.

So as a starting point, we used a card-based system to host bite-sized stories in a very visual format with mixed media assets that we sourced specifically for this project.

With minimal information and no initial client-provided imagery, the challenge was clear: how could we create a strong and cohesive visual language that supports these case studies as a whole without having a fragmented look and feel?

Our goal was to break away from our traditional Paid Post format, which usually consists of a simple digital page with a linear scrolling experience, to create something fresh and unique for a small-budget project.

So as a starting point, we used a card-based system to host bite-sized stories in a very visual format with mixed media assets that we sourced specifically for this project.

With minimal information and no initial client-provided imagery, the challenge was clear: how could we create a strong and cohesive visual language that supports these case studies as a whole without having a fragmented look and feel?

Our goal was to break away from our traditional Paid Post format, which usually consists of a simple digital page with a linear scrolling experience, to create something fresh and unique for a small-budget project.

So as a starting point, we used a card-based system to host bite-sized stories in a very visual format with mixed media assets that we sourced specifically for this project.

With minimal information and no initial client-provided imagery, the challenge was clear: how could we create a strong and cohesive visual language that supports these case studies as a whole without having a fragmented look and feel?

Our goal was to break away from our traditional Paid Post format, which usually consists of a simple digital page with a linear scrolling experience, to create something fresh and unique for a small-budget project.

So as a starting point, we used a card-based system to host bite-sized stories in a very visual format with mixed media assets that we sourced specifically for this project.

With minimal information and no initial client-provided imagery, the challenge was clear: how could we create a strong and cohesive visual language that supports these case studies as a whole without having a fragmented look and feel?

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Our chosen colour palette.
cover-wrap
How the colour palette helped our cover wrap offered at the event stand out.

Crafting the Visual Language

Crafting the Visual Language

Crafting the Visual Language

Crafting the Visual Language

When it comes to the essence of the look and feel, we asked ourselves: how do we translate the urgency and seriousness of the topic into a design system that works?

Firstly, we defined the ‘character’ of the page through a palette that evoked colours found in nature, but yet were also relevant to the topics of health and climate.

To do that, we struck a balance between a more mute green tone and high vibrancy accent colours such as orange that not only helped bring more contrast to the page, but also helped the cover wrap stand out from a distance, for example. The colour palette was carefully selected to create an emotional connection with the audience, emphasizing the gravity of the subjects covered.

When it comes to the essence of the look and feel, we asked ourselves: how do we translate the urgency and seriousness of the topic into a design system that works?

Firstly, we defined the ‘character’ of the page through a palette that evoked colours found in nature, but yet were also relevant to the topics of health and climate.

To do that, we struck a balance between a more mute green tone and high vibrancy accent colours such as orange that not only helped bring more contrast to the page, but also helped the cover wrap stand out from a distance, for example. The colour palette was carefully selected to create an emotional connection with the audience, emphasizing the gravity of the subjects covered.

When it comes to the essence of the look and feel, we asked ourselves: how do we translate the urgency and seriousness of the topic into a design system that works?

Firstly, we defined the ‘character’ of the page through a palette that evoked colours found in nature, but yet were also relevant to the topics of health and climate.

To do that, we struck a balance between a more mute green tone and high vibrancy accent colours such as orange that not only helped bring more contrast to the page, but also helped the cover wrap stand out from a distance, for example. The colour palette was carefully selected to create an emotional connection with the audience, emphasizing the gravity of the subjects covered.

When it comes to the essence of the look and feel, we asked ourselves: how do we translate the urgency and seriousness of the topic into a design system that works?

Firstly, we defined the ‘character’ of the page through a palette that evoked colours found in nature, but yet were also relevant to the topics of health and climate.

To do that, we struck a balance between a more mute green tone and high vibrancy accent colours such as orange that not only helped bring more contrast to the page, but also helped the cover wrap stand out from a distance, for example. The colour palette was carefully selected to create an emotional connection with the audience, emphasizing the gravity of the subjects covered.

When it comes to the essence of the look and feel, we asked ourselves: how do we translate the urgency and seriousness of the topic into a design system that works?

Firstly, we defined the ‘character’ of the page through a palette that evoked colours found in nature, but yet were also relevant to the topics of health and climate.

To do that, we struck a balance between a more mute green tone and high vibrancy accent colours such as orange that not only helped bring more contrast to the page, but also helped the cover wrap stand out from a distance, for example. The colour palette was carefully selected to create an emotional connection with the audience, emphasizing the gravity of the subjects covered.

Designing a Modular System for Visual Consistency

Designing a Modular System for Visual Consistency

Designing a Modular System for Visual Consistency

Designing a Modular System for Visual Consistency

After refining the concept furthermore with our editorial team, we knew that for each story we would have small paragraphs of text, some images to accompany that text, quotes and statistics, so we started designing on a micro scale what each type of card could potentially look like and then started working our way out and expanding the types of cards and combinations we could create.

Each type of card was designed as a template, allowing for seamless content swapping while maintaining consistency across the entire project. This system gave us flexibility while ensuring every element of the design looked cohesive, regardless of the content variations.

One major challenge was distinguishing between the various case studies, which appeared consecutively in rows without clear separation. To solve this, we introduced a “tag” system at the top of each card, providing a brief title and location for each story. This ensured users could easily follow the narrative flow and differentiate between stories as they scrolled through the content.

After refining the concept furthermore with our editorial team, we knew that for each story we would have small paragraphs of text, some images to accompany that text, quotes and statistics, so we started designing on a micro scale what each type of card could potentially look like and then started working our way out and expanding the types of cards and combinations we could create.

Each type of card was designed as a template, allowing for seamless content swapping while maintaining consistency across the entire project. This system gave us flexibility while ensuring every element of the design looked cohesive, regardless of the content variations.

One major challenge was distinguishing between the various case studies, which appeared consecutively in rows without clear separation. To solve this, we introduced a “tag” system at the top of each card, providing a brief title and location for each story. This ensured users could easily follow the narrative flow and differentiate between stories as they scrolled through the content.

After refining the concept furthermore with our editorial team, we knew that for each story we would have small paragraphs of text, some images to accompany that text, quotes and statistics, so we started designing on a micro scale what each type of card could potentially look like and then started working our way out and expanding the types of cards and combinations we could create.

Each type of card was designed as a template, allowing for seamless content swapping while maintaining consistency across the entire project. This system gave us flexibility while ensuring every element of the design looked cohesive, regardless of the content variations.

One major challenge was distinguishing between the various case studies, which appeared consecutively in rows without clear separation. To solve this, we introduced a “tag” system at the top of each card, providing a brief title and location for each story. This ensured users could easily follow the narrative flow and differentiate between stories as they scrolled through the content.

After refining the concept furthermore with our editorial team, we knew that for each story we would have small paragraphs of text, some images to accompany that text, quotes and statistics, so we started designing on a micro scale what each type of card could potentially look like and then started working our way out and expanding the types of cards and combinations we could create.

Each type of card was designed as a template, allowing for seamless content swapping while maintaining consistency across the entire project. This system gave us flexibility while ensuring every element of the design looked cohesive, regardless of the content variations.

One major challenge was distinguishing between the various case studies, which appeared consecutively in rows without clear separation. To solve this, we introduced a “tag” system at the top of each card, providing a brief title and location for each story. This ensured users could easily follow the narrative flow and differentiate between stories as they scrolled through the content.

After refining the concept furthermore with our editorial team, we knew that for each story we would have small paragraphs of text, some images to accompany that text, quotes and statistics, so we started designing on a micro scale what each type of card could potentially look like and then started working our way out and expanding the types of cards and combinations we could create.

Each type of card was designed as a template, allowing for seamless content swapping while maintaining consistency across the entire project. This system gave us flexibility while ensuring every element of the design looked cohesive, regardless of the content variations.

One major challenge was distinguishing between the various case studies, which appeared consecutively in rows without clear separation. To solve this, we introduced a “tag” system at the top of each card, providing a brief title and location for each story. This ensured users could easily follow the narrative flow and differentiate between stories as they scrolled through the content.

mobile-screens

Adding Dynamic Elements for Engagement

Adding Dynamic Elements for Engagement

Adding Dynamic Elements for Engagement

Adding Dynamic Elements for Engagement

The page was built to be responsive no matter which device our readers were using, but keeping in mind the latest trends when it comes to being mobile-first and how to design and code a page that simulates a natural mobile scrolling experience.

Despite the page’s simplicity in terms of UX and interactions, we wanted to inject a sense of movement and energy by creating custom animations for the header and conclusion, as well as interweaving a few short looping videos for an added dynamic touch that elevated the design.

Selecting the right visuals involved reviewing and editing countless stock photos and videos, ensuring that every element worked in harmony with the chosen color palette to make sure that even the smallest details contributed to achieving a polished and cohesive final product.

The page was built to be responsive no matter which device our readers were using, but keeping in mind the latest trends when it comes to being mobile-first and how to design and code a page that simulates a natural mobile scrolling experience.

Despite the page’s simplicity in terms of UX and interactions, we wanted to inject a sense of movement and energy by creating custom animations for the header and conclusion, as well as interweaving a few short looping videos for an added dynamic touch that elevated the design.

Selecting the right visuals involved reviewing and editing countless stock photos and videos, ensuring that every element worked in harmony with the chosen color palette to make sure that even the smallest details contributed to achieving a polished and cohesive final product.

The page was built to be responsive no matter which device our readers were using, but keeping in mind the latest trends when it comes to being mobile-first and how to design and code a page that simulates a natural mobile scrolling experience.

Despite the page’s simplicity in terms of UX and interactions, we wanted to inject a sense of movement and energy by creating custom animations for the header and conclusion, as well as interweaving a few short looping videos for an added dynamic touch that elevated the design.

Selecting the right visuals involved reviewing and editing countless stock photos and videos, ensuring that every element worked in harmony with the chosen color palette to make sure that even the smallest details contributed to achieving a polished and cohesive final product.

The page was built to be responsive no matter which device our readers were using, but keeping in mind the latest trends when it comes to being mobile-first and how to design and code a page that simulates a natural mobile scrolling experience.

Despite the page’s simplicity in terms of UX and interactions, we wanted to inject a sense of movement and energy by creating custom animations for the header and conclusion, as well as interweaving a few short looping videos for an added dynamic touch that elevated the design.

Selecting the right visuals involved reviewing and editing countless stock photos and videos, ensuring that every element worked in harmony with the chosen color palette to make sure that even the smallest details contributed to achieving a polished and cohesive final product.

The page was built to be responsive no matter which device our readers were using, but keeping in mind the latest trends when it comes to being mobile-first and how to design and code a page that simulates a natural mobile scrolling experience.

Despite the page’s simplicity in terms of UX and interactions, we wanted to inject a sense of movement and energy by creating custom animations for the header and conclusion, as well as interweaving a few short looping videos for an added dynamic touch that elevated the design.

Selecting the right visuals involved reviewing and editing countless stock photos and videos, ensuring that every element worked in harmony with the chosen color palette to make sure that even the smallest details contributed to achieving a polished and cohesive final product.

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Distribution and promotion across the NYTimes.com 

Distribution and promotion across the NYTimes.com 

Distribution and promotion across the NYTimes.com 

Distribution and promotion across the NYTimes.com 

Distribution and promotion across the NYTimes.com 

To ensure successful engagement and maximum exposure to this series, we designed large, on-site drivers that showcased powerful images from the prestigious Wellcome Photography Prize, which helped drive traffic to our digital piece inside the NYTimes website.

To ensure successful engagement and maximum exposure to this series, we designed large, on-site drivers that showcased powerful images from the prestigious Wellcome Photography Prize, which helped drive traffic to our digital piece inside the NYTimes website.

To ensure successful engagement and maximum exposure to this series, we designed large, on-site drivers that showcased powerful images from the prestigious Wellcome Photography Prize, which helped drive traffic to our digital piece inside the NYTimes website.

To ensure successful engagement and maximum exposure to this series, we designed large, on-site drivers that showcased powerful images from the prestigious Wellcome Photography Prize, which helped drive traffic to our digital piece inside the NYTimes website.

To ensure successful engagement and maximum exposure to this series, we designed large, on-site drivers that showcased powerful images from the prestigious Wellcome Photography Prize, which helped drive traffic to our digital piece inside the NYTimes website.

✹  FINAL THOUGHTS  ✹

Time was one of the key challenges in bringing this vision to life. Despite tight deadlines, the team maintained a strategic approach, prioritizing quality without compromise. The trust and collaboration within the team were instrumental to the success of this project. We are incredibly proud of the results, which showcase how creative problem-solving, attention to detail, and teamwork can transform a small-budget project into a polished, impactful piece of work.

The Creative Team

The Creative Team

ART DIRECTOR

Ana Sêrro

ART DIRECTOR

Ana Sêrro

ART DIRECTOR

Ana Sêrro

ART DIRECTOR

Ana Sêrro

ART DIRECTOR

Ana Sêrro

SENIOR DESIGNER

Ana Sêrro

SENIOR DESIGNER

Ana Sêrro

SENIOR DESIGNER

Ana Sêrro

SENIOR DESIGNER

Ana Sêrro

SENIOR DESIGNER

Ana Sêrro

DEVELOPMENT

Ana Sêrro

DEVELOPMENT

Ana Sêrro

DEVELOPMENT

Ana Sêrro

DEVELOPMENT

Ana Sêrro

DEVELOPMENT

Ana Sêrro

LONDON

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GET IN TOUCH  →  hello@anaserro.com

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