My Work at the Los Angeles Times, B2B Publishing Department
Presentation Design, AD mock-ups, print, EMAIL Newsletters, & ETc ( Fall 2022 )
During my time at the L.A. Times within the B2B department, I enhanced existing graphics, cleaned up pitch decks, made promotional graphics for events to boost sales and retain customers, and made mock ups to show brands how we can work together (I also worked on a rebranding project). I helped sponsors like City National Bank and The Roku Channel shine for the several LA events we run, and aided marketing outreach to many companies.
Through taking initiative and working with my amazing team, I was able to elevate the department and make a lasting mark creatively and personally.
Newspaper Print Ad Mock-ups
I created these mock-ups to help pitch to potential clients different ad packages including digital and print.
Event Marketing
Animations, photo backdrops, and social media assets
Click each image above to enlarge.
We have annual events where we feature inspirational women. I created several assets for social media and print and I always try to add pizzazz where I can. Whether it’s with motion or just clever minor differentiations for many types of categories. I brought them to life by animating the winners graphics for a sense of celebration to the award and boost social media engagement. I also created a large printed photo backdrop (picture shown is the actual print from the event). I wanted to retain the key elements of the theme while making a substantial enough difference to highlight the main content.
Social Media Graphics
I enjoyed trying to take what exists and add my own spin on it. I did that by utilizing color, adding small elements to graphics to enhance the content, and by grouping the most important pieces of information. I made graphics for Instagram, Instagram Stories, Facebook, Twitter, and LinkedIn. These are a few examples!
Click image to enlarge
Email Newsletter Design
There’s a lot of information out there, especially when you have events. My secret sauce is breaking up the content and assessing the hierarchy so I know how to visually balance the composition to allow the reader to not feel overwhelmed. I either created my own patterns, highlighted social media in special boxes, or stretched certain elements to grab the readers attention. I took existing events and followed their style guides by using core elements and creating supplemental graphics. I also improved the layout and made it balanced, engaging, and clean.
These are a few samples of the newsletters I designed and/or polished.
Slideshow Presentation Redesign Samples
I love story-telling and presentation design. With every project, I try to incorporate key elements, fun graphics, and vivid imagery to really sell to the client.
Rebranding L.A. Times B2B Publishing
BRANDING, Presentation Design, EMAIL Newsletters, LOGOS, & ETc ( Fall 2022 )
The Challenge:People weren’t clear on what B2B is and our current content doesn’t directly serve our audience. The department does not have clear, cohesive branding for the main team nor the several events they host and struggles with social media engagement.
The Solution:Change the external facing name to be easy-to-understand on what we do and who we serve, use intentional, bold typography to communicate our brand attributes, and devise new strategies on how to approach our content, events, and new graphic approach.
Below is a showcase of logos I created after a month-long rebranding process with my team Grace Ko and Bobby Navarro. We did extensive research on our B2B audience, created a brand driver, and prepared these logo concepts to uplift and rebrand what the L.A. Times B2B publishing department is to the world. We renamed the external-facing department’s name to be easily identifiable, relatable, and easy-to-understand.
I wanted to establish a strong and reliable identity to cater to our top and aspiring executive audience. I believe we were successful in reimagining our look while retaining the iconic brand of the LA Times.
Rebranding Research & Brand Guidelines
Additional Research & Logo Explorations
Conclusion
I am beyond grateful for the opportunity to be part of the L.A. Times and I am so proud of what I accomplished in a short amount of time. The amount of advertising possibilities is endless, and I’m glad I was able to make a lasting mark. Through my rebrand initiative project, I was able to apply my branding and research skills to create real-world solutions and hopefully increase revenue and engagement.
I love elevating great brands, let’s work together and raise your brand to new heights! :)
