The New York Times

New Physical Territory

The Ask:

Bring The New York Times into a new physical territory that aligns with the brand's history and mission.

My Role:

As Team Lead, I owned timelines and progress updates — keeping the team on track through every deliverable. As Brand Designer, I designed the logo and set the visual direction for the new territory. I also conducted competitor/consumer research and helped shape the narrative, strategy, and business rationale.

Problem

6 in 10 U.S. adults report being lonely.

And it's not just an emotional issue.

The U.S. Surgeon General has ruled loneliness a health epidemic.

Loneliness doesn't discriminate, but it shows up for different reasons...

Young Adults

18-35

Middle-Aged

36-65

Older Adults

65+

1/2 report loneliness

2/5 report loneliness

1/3-1/2report loneliness

Doom-scrolling
Social media comparison

Remote work
Care-giving burdens
Shifting family dynamics

Systemic ageism
Lack of specialized care for a rapidly aging population

This hasn't always been the case.

50%

reported having 3 or less close friends in 2020

VS.

25%

reported having 3 or less close friends in 1990

So what has changed from 1990 to 2020?

We still want connection, the problem is, connection is now...

Expensive

Complicated

Hard to Plan

It takes nearly 2x more money today to buy what it did in the ’90s. People have less disposable income to spend on connecting with others.

Third spaces and publicly-provided community hubs used to be easy places to meet, but the numbers are now dwindling.

A record amount of Americans are working more than one job, the highest level in over 25 years, leaving less time for leisure.

Even though connection has changed,

what we connect over has remained the same:

Common Interests

art
lifestyle
current events/pop culture
cooking

entertainment
games
sports
business & tech

And what's at the center of all these things?

The Brand

NYT describes themselves as a hub for connection and culture.

NYT is the most visited US news outlet.

Following NYT is:

Fox News
NPR
Forbes

Time Magazine
CBS News

This is because the New York Times has spent 170 years responding to what people need beyond the news.

Every time the world got harder to navigate, the NYT built something that helped people find their footing and each other.

So what's next for the NYT?

How can they take this further?

Introducing....

The Concept

The Source is a community hub where we can learn from the past and look to the future through culture and connection.

The Source is a nonprofit community hub on Randall's Island, NYC — positioned between public housing and community parks. It's not just a NYT themed building, it's structured as the NYT's existing product verticals made physical: a game room, library and archives, cooking lab, music hall/auditorium, Wirecutter lab, rec center, and community garden. Each space is a NYT sub-brand you can walk into.

The design principle throughout was to encourage intergenerational connection and cultural exchange. Therefore, the space is built so a 76-year-old and an 18-year-old share the same room, on the same day, around the same interest, and learn from what each other has to offer.

The Source

View our events calendar

Why The Source Works

For the Consumer

the solution to the loneliness epidemic

For the Brand

visibility, credibility, legacy

For the Business

tax savings

Community center visits boost physical health, social connection, and mental well-being.
Community centers have been proven to decrease millions of dollars in community damages.
Cross generational bonds reduce risky youth behavior and arrests, and improve older adults’ mental/physical health.

73% of consumers say they are more likely to trust a company that focuses on community efforts.
59% of consumers are willing to pay more for a brand they trust.
Reinforces The NYT as a catalyst for culture that creates connection.
- (Not to mention... earned media, good PR, social buzz. You get the picture.)

A non-profit community center could save the NYT millions in tax write-offs. The 501(c)(3) tax code could allow the NYT to deduct up to 10% of its taxable income on contributions made to The Source. Who doesn't love that?
Along with that, cost concerns would be mitigated by membership fees and donor support.

Launch Overview

Change the Wordle to 6 letters to get people talking

NY1 News Story for visibility

Subway ads

Front page story of The NYT (physical & digital)

Comms through NYC Public Schools

Paid social posts (Instagram/TikTok/Facebook)

My Contributions

Brand Identity & Logo Design:

Named the concept and designed the identity system. The tile structure, color logic, and typographic pairing were each rooted in brand history.

Intergenerational Strategic/Narrative Angle:

Identified cross-generational connection as the core principle. This was backed by research on loneliness showing these connections improve outcomes for both young and older adults. This shaped how the space was programmed and who it was designed to serve.

Team & Project Management:

Owned timelines and progress across all deliverables — strategy, visual identity, business rationale, and presentation. Kept every section connected to the central argument.

The team that made it all happen:

Meagan Hamilton (strategy) - Strategist
Jake McKay (brand management) - Storyteller
Serena Loomba (brand management) - Team Lead & Brand Designer

Skills Developed:

Deck narrative & structure (designed with Adobe Express)
Competitor analysis
Brand storytelling

Target research & insight development
Team & project management
Brand identity/logo design
Opportunity identification

What my teammates said (without being bribed, I promise):

“I literally cannot say enough about Serena. I’ve worked with her a bunch, and every time is such a pleasure. Not only is she super smart, very capable, and excels in whatever role she is playing, but she also makes working on a project a genuinely enjoyable experience, which is invaluable. Shoutout Serena.”

Jake McKay