The Washington Post:
Creative production studio Versus recently worked with the Washington Post to redesign their brand identities across the content and digital video space, as well as build and implement robust toolkits for in-house teams to quickly and easily customize all video content.
An iconic and premium news provider at the heart of today’s news world, the Washington Post knew that it needed to transform itself into a video first company and challenged Versus to get them there. Everybody is making content, but not many are making the quality content that the Washington Post is making, so we wanted to create a strong, cohesive package that built on the iconic brand and solved issues involved with online content generation.
From a design standpoint, the Washington Post already had a strong, well-recognized brand, so Versus’ design involved graphic amplification that strengthened the brand and made it as bold as a WP editorial. Content needed to come first, so a graphic system needed to be created as a foundation or support system. To that end, animation needed to reflect the bold editorial of The Washington Post, carrying the story purposefully, thoughtfully and to the point, so that all words drove action.
From a usage standpoint it was important that all toolkits were both current and future-proof structurally. They needed to be built cleanly and be multi-use and multi-platform, with unbreakable After Effects-to-Premiere integration, and non-negotiable user and brand guidelines that could be easily passed to a network of editors and producers. Versus ultimately built custom scripts and innovative tools that leveraged the Adobe “Essential Graphics” system, and could be completely handled and updated within the Premiere interface. This gave complete control to editors, eliminating the need for an After Effects artist to update and modify graphics.