The problem
TMZ was scaling faster than its creative output could keep up with. There was no in-house creative team: no shared visual tone, no brand voice, no design discipline connecting the site, the apps, the shows, and the social channels.
What shipped
I formed and led TMZ’s first creative team. We established the visual tone and brand voice, then carried it across the flagship site, the mobile apps, sister brands like Toofab, and physical products like the TMZ Celebrity Tour.
The discipline held up under volume. The brand grew from 500K to 6 million social followers during this run, and the mobile app hit a million downloads in its first week.
Editorial design
Art and design production for a fast-paced, 24/7 newsroom.
Sister sites
Led the initial and follow-on designs for Toofab and TMZ Sports.
Brand evolution
Designed and helped ship three TMZ.com redesigns.
Best practices
Introduced new design and production techniques across the team.
Mobile app
Designed the TMZ mobile app, a million downloads in week one.
Pitching
Worked with ad sales to win and grow major accounts.