McClatchy Media partnered with our team to reimagine the mobile news experience across more than 30 regional publications. As Design Director, I led the creative team in developing a scalable, white-label design system that could support each publication’s unique identity while creating a more stable, intuitive, and consistent experience for readers.

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The existing apps relied on aging technology and workarounds that made even essential functions, including authentication and subscription access, difficult to maintain. Our goal was to create a modern mobile foundation focused on performance, reliability, and content discovery while supporting the complex needs, integrations, advertising requirements, and personalized experiences required across the McClatchy ecosystem.

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Working within an accelerated six-month launch timeline, we used stakeholder workshops, competitive analysis, user research, usability testing, and experience from other leading news platforms to define the product direction. The resulting design system balanced consistency with flexibility, including an AI-assisted color formula that allowed each publication to apply its primary brand color while maintaining accessibility and visual harmony. This gave McClatchy a cohesive platform that could scale across brands, devices, and future features without losing the local identity of each publication.