(2022)

Helping the Financial Times launch FT Edit

Advertising Campaign, UI Design, Motion Design, Art Direction

2022 → ESSENCE

FT Edit is a new app by the Financial Times that offers 8 in-depth articles a day. The app aims to replace the endless scrolling on social media and news sites with more thought-provoking reading time. It’s the first new app the company has launched in a decade.

We developed a campaign to amplify the launch across two key markets, the UK and US. We devised a campaign tagline and design direction that worked across social, app campaigns and video. The process included adhering to the Financial Times guidelines, and considering best practices in each of the platforms the ad ran on.

EARLY THOUGHTS

We took direct inspiration from the app’s UI, both from the article cards themselves and the UX of navigating through the articles into our initial concepts.

^ Early style frames we explored

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THE DAILY DOSE

The 'Daily Dose' is a framework that highlights the diversity and depth of FT content. To grab attention, we used bold, eye-catching colourways and brought in real FT articles with a swiping motion, just like the reading experience on the app.

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CREDITS (ESSENCE CREATIVE)

Creative Director: / Andrew Veasey
Art Director / Tom Pauling
Copywriter / Natasha Denby
Junior Designer / Jordan Hurren
Junior Video Editor / Nadia Yaddalee
Producer / Lydia Shaw, Katie Petchelco

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