The Dallas Morning News
Lifestyle sections re-brand

CASE STUDY

Overview

When we redesigned The Dallas Morning News, we made a deliberate choice to center the Lifestyle section. Breaking news moves fast and readers can get it anywhere. Lifestyle is different — it’s written by local writers with real roots in the city, real knowledge of the neighborhoods, and a genuine interest in the people who live here. That made it the most meaningful place to invest design attention.

The Challenge

The content was strong, but the section didn’t have a visual identity that felt like Dallas. It needed a system that supported local storytelling and reflected the places readers actually know.

The Approach

We built the design around local voice and local places. Each segment used photography from recognizable Dallas locations — not stock, not generic. The layouts stayed clean and readable so the writing could lead. The tone was warm and human, intentionally different from the harder edge of news.

The Result

The new Lifestyle section felt more like the city itself — and readers responded. On section days, subscriptions rose by 2%, a clear signal that the design and strategy were working.

Launch Invitation

To introduce the new Lifestyle sections, we created a launch event built around the idea of metamorphosis — a visual theme that signaled the scale of the change and the shift toward a more human, city‑centered approach. The invitation used bold color, simple typography, and a clear message: this wasn’t a small refresh, it was a full transformation of how the paper told stories about Dallas. It set the tone for the redesign: local, intentional, and grounded in real change.

My Role

I led the visual direction, layout development, and overall design system, working closely with editors, writers, and photographers to ensure the design supported the storytelling and stayed true to the city’s character.

NewsFlash launch

HSGametime.com launch