New York Times Games Activation

[Exhibition and Experience Design]

Project Tasks:

Brand Analysis
Concept Development
3D Modeling
Rendering

Tools:

Rhino 3D
Enscape
AutoCAD
Adobe InDesign
Adobe Photoshop
Adobe Illustrator

Title:

New York Times Games Brand Activation

Project Brief

The focus of this project was to activate a brand and design a 10-15 minute pop-up experience within a 12'×12’ space based on the brand’s look and feel, audience, goals, and core mission. With New York Times Games as my client, I created an experience that allows visitors to see how they can incorporate New York Times Games into their daily lives.

Brand Research

To begin this project, I started with researching analyzing New York Time Games from different angles. First in the Look and Feel of the brand, I look at their choice of color palette, logo, fonts, and over all mood to pinpoint how the company wanted to portray themselves. From there, I also explore the wants and needs of their target audience, New York Time’s overall mission, and the brand history and competitors.

App Interface

Logo and Fonts

Color Palette

Audience

Commuters

Long Term Supporters

Word Game Enthusiasts

Brand History

Research Map

Concept Design

After finishing the brand research, I decided on having the experience placed in Bryant Park. The targeted audience of NYT Games fit well with the park and I established the Big Idea of the experience. From there, I began ideating through mood boards and sketches to create the concept for the experience.

Location: Bryant Park

Concept - Mini Morning

In this 10-15 minute experience, visitors get a taste of the most popular three games of the New York Times Games App. Integrated into the setting of a morning routine, visitors play Wordle on the bathroom mirror, Connections on the subway platform, and do a collective crossword in a cafe.

Sketches

Mood Board

Storyboard + Final Design

As I moved on from the ideation phase of the project, I created a storyboard to show how a visitor would move through the experience. In the design of each space created, I used the iconic colors related to each game to help differentiate betweeen each area.

Storyboard