ABC Owned Stations Design System

As Director of Creative Design, I spearheaded joint package development, implementation and operations for the ABC Owned Station Group. The newscast modernization project included defining a present-day visual philosophy and reimagining visual and content solutions that would facilitate local infusion, dynamic content, and an array of storytelling solutions. The project required my steadfast leadership across multiple adjacent disciplinary teams in collaboration from 8 television stations to research modern viewer preferences, test concepts, design the visual system, and implement the brand and content solutions. The culmination of this cross-functional work across multiple disciplines was a successful launch of the package in 8 markets within 12 months. Every level of production was affected and elevated with this project, which included data-driven templates, dynamic content updates, and automated solutions, benefitting both the creators and richening the user-viewer experience.

Open using dynamic imagery

Open featuring live data and dynamic imagery

Live Weather integration tied to meterology tools

Live imagery inserts

Breaking news with dynamic data

NY imagery

Dynamic imagery

Modular, responsive design content

Additive, relevant visual content in the moment

Hyper-real weather graphic innovations

Hyper-real zone forecasts

Responsive design weather features

Houston versioning

Raleigh Tag version

Philadelphia brand version

LA Brand version

Bay Area brand version

NY Branding

Central CA branding using dynamic imagery

Aligned and Modernized a content-forward real-time design package for 8 Local Stations, featuring data-driven graphics with dynamic insertions for imagery and content and endless possibilities for local and content-driven customization.

Lead the cross-functional teams for 8 Local Stations to re-imagine content and weather presentations, prioritizing innovation with hyper-real. data-driven graphics. The design philosophy and strategy was to align more with the interactivity of modern-day devices and digital sensibilities in this modern, innovative approach. At the time of launch, these interactive graphics were unlike anything in television today and the workflows behind them elevated process for Meteorologists across each market. While aligning to brand, the package offers versatility, control and customization as a toolkit. Overwhelmingly positive research stated that non-ABC viewers were more likely to convert to ABC viewers, based solely on this Weather presentation.

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