Tone & brand guidance that keeps a beloved kitchen companion fresh
Every day, millions of home cooks rely on the New York Times Cooking app to plan and prepare meals for every conceivable occasion. But even beloved institutions must evolve. To ensure Cooking continued to show up consistently and compellingly, The Times trusted me to lead the first major update to its internal Style Guide, define its first brand persona and craft marketing materials that meaningfully reflected this evolution.*
*Though employer agreements prevent me from sharing this work here, I'm free to discuss its finer points!
Cooking didn’t lack for personality. It did, however, lack a persona. I synthesized brand attributes and POVs from The Times’ Brand Identity team into a persona that reconciled Cooking’s instructional value with its power to delight.
Converting cooks
In parallel with the brand and style work, I led writing and content strategy for campaign materials that elevated Cooking’s relationship with Instacart — and produced the highest conversion rates in the partnership’s history.
Dialing in the recipe
The Times had a robust, recently produced master-brand toolkit that nevertheless did not fully reflect Cooking’s ambitions. Through a series of subtle but impactful updates, I imbued the toolkit with Cooking’s evolved personality.
An evolved companion
What Sets Us Apart
People-First Approach
Everything we do is built around understanding your needs and helping you succeed—because when you thrive, so do we.
Long-Term Relationships
We’re not just here for the now. We love creating lasting relationships with our clients and growing with them over time.
Proven Process, Flexible Execution
We bring structure where it counts and adaptability where it matters. Our methods are clear, but always responsive.