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 through discovery, stakeholder workshops, user research, journey mapping, design direction, and delivery of a scalable white-label experience.

The challenge was balancing a shared product foundation with the distinct identity of each publication while supporting personalization, accessibility, subscriptions, advertising, and editorial requirements.

Working within an accelerated timeline, we partnered closely with McClatchy stakeholders to move from research and validation into development within the first few months. 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. Following launch, positive app ratings reached 85–95% across key markets.