My team was challenged with creating a non-traditional news homepage that best served our Southern Californian audience's needs.
In addition to creating a new homepage concept for KPCC, I worked with the newsroom to define new editorial guidelines to help determine what content belongs on the homepage.
The new format gives visitors three options to get their Southern California news: browse through a curated, single stream of the days's top stories; glance at a real-time "Latest Headlines" section; or hear what's on air right now by listening to the station's live stream.
One of the primary goals we achieved with the new homepage was increasing user retention. Thoughtful curation and rewards, like discovering a LA hidden gem at the bottom of the page, incentivize readers to return.
The more I worked on the homepage, the more evident it became: KPCC had no real brand standards.
I worked with departments across the station, as well as stakeholders at American Public Media, to develop a style guide that would be used as a tool to define and progress KPCC's brand.
Type and color palettes were two of the numerous brand facets I determined and included in the style guide.
After the homepage was launched and the style guide was created, I led design for a massive site unification project.
We made sure every page on KPCC's sprawling website was in line with our brand, while staying attuned to our users' needs.