Matching the Brand: The New York Post

The New York Post, established in 1831, wanted to bring it’s unique personalty to the iPad. As a tabloid, it relies equally on photos and words to communicate meaning, emotion and impact, and uses a smaller size to feel more intimate.

Imagery, immediacy and engagement were the keywords for this project which captures the unique style and energy of the NY Post.

To embody a sense of speed, the app isn’t structured as a set of “pages” but instead as a scroll of content; to keep its visual impact, reuse of imagery was coordinated with print, and specialized layout tools were created for editorial as part of the project. Several techniques were included to push engagement, including articles and images that displayed across "spreads" of several "pages", and tools, such as the headline creator, which increased social media sharing.