Subscriber Benefits | USA TODAY Co.
To encourage high-value action, this collection is led by a refreshed approach promoting the benefits of subscribing to USA TODAY. The messaging features snappy, easy-to-recall lists paired with coordinating visuals aligned with the product experience. Extended versions include content-specific categories, such as Money.
As Creative Director, I ensured ongoing alignment between marketing and creative partners, leading art directors, designers, and copywriters through concept development. Deliverables spanned onsite, social, in-app, email, and print. The full campaign included national, local, specialty newsletters, and onboarding versions.
Subscriber Onboarding | USA TODAY Co.
To increase quality control and efficiency, my team and I initiated a revamp of our design-to-development email workflow to improve consistency in the build process and user experience. While the design system would be used across all performance emails, its first application was the subscriber onboarding journey for the rebranded USA Today game hub, Play.
As Creative Director, I led a task force with one art director and a senior designer to evaluate key issues, resulting in a system overhaul that introduced defined use cases, a new modular template library, builder and partner documentation, and a transition to Figma (including training).
CREATIVE TEAM
Creative Director: Jennifer Stone
Art Directors: Carlos Herrera, Jill Sanders
Designers: Zac Mathre, Pia Wuerfel, Maria Velez
Copy & Editing: Jeremy Lawrence, Meredith MacMillan, Priya Aggarwal, Elizabeth Mulrey
Email Taskforce: Jennifer Stone, Matt Lewis, Mikhail Svetov
Play Identity: Steph Chung (Sr. CD), Naya-Cheyenne Diaz (AD), Laura Ornella (Copy)