TechCrunch
TechCrunch
2023 -2024 | Code And Theory
Reviving an iconic publishing brand to reclaim the startups
& investing category
Context & Challenge
In 2023, the renowned Silicon Valley news organization TechCrunch made a comprehensive change in leadership. With a new strategic vision laser-focussed on reclaiming the startup and investing category, TC’s brand identity and experience had to lead the change starting with the flagship web-platform. TC engaged Code and Theory to revive its brand starting with its iconic logo, typography and color logic. Additionally, TC needed a UX solution that could keep up with it’s fast-paced publishing cadence while ensuring priority news stories could be featured prominently and consistently. Every element of the new design system had to look and feel uniquely TechCrunch creating a modern, ownable brand experience users could recognize and actively seek out.
Define & Design
Starting out with the brand we took inspiration from TechCrunch's origins and developed an identity system highlighting the characteristic byte visual and vivid color palette across all brand franchises. In parallel, we identified select, high-priority UX components as the defining elements for the new, transformed site experience.
We then developed a flexible card system and logic for all editorial content packages used across every landing page in the experience.
Next, we created a rich editorial toolkit to provide editors with maximum creative flexibility while establishing a distinct TC reader experience. Lastly, we applied the new brand identity to the complete product design system, elevating every atom, module and template to bring TCs new brand identity to life.
My Role
As Project Lead for TechCrunch's site redesign, I directed all strategic aspects of our partnership. I developed the comprehensive product strategy based on performance data analysis and UX audits, documenting detailed requirements in close collaboration with TC stakeholders. Throughout the engagement, I facilitated key workshops and client presentations, ensuring alignment between stakeholders and our strategic vision, ultimately delivering a design system that authentically embodied TechCrunch's renewed brand identity while meeting their business objectives.
Project lead & Client management
Design system development
UX design lead
Functional documentation