LA Times

The Los Angeles Times Makeover

The Los Angeles Times has been Southern California’s leading source of news and information for more than 130 years. It has won 41 Pulitzer Prizes and is read and revered worldwide.

The Times has established itself as a major player in the digital news landscape and, in 2012, recognized that more people were consuming latimes.com on mobile than ever before. At that juncture, it sought out a partner with an expertise in responsive design. Its quest, in large part, was to stimulate its thinking about how design and technology can work together to best engage contemporary audiences and serve advertisers.

And that’s where we came in.

1

The Embed

We undertook a collaborative process to completely overhaul latimes.com. This required a critical look at how The Times had previously presented its journalism and advertising digitally—and a protection of the brand’s essence and values.

We started with the journalism. We embedded ourselves in the newsroom to better understand how LA Times operates, finding out what types of stories are written (breaking news, long form, photo journalism, etc.), how stories break and build, what tools are needed given the depth and breadth of multimedia content being produced, how conversations are best sparked, and the role The Times plays in the lives of Californians and readers around the world. We dug into everything.

We then listened to the company’s business objectives, which were to increase traffic and better engage its readers, differentiate its coverage and inspire reader loyalty, assist its advertisers in breaking through digital clutter or reach audiences in new and innovative ways, tap inventive design solutions for delineating native and sponsored content, and improve and enhance latimes.com’s membership funnel and e-commerce efforts.

2

The Outcome

The team landed on four core features that would set the tone for the new latimes.com:

C173024eed963b2068cd026f7755045b4fac207d

01

Visual Browsing

This feature is anchored at the top of latimes.com, providing a photo-centric, section-level way to discover new content.

LAT 2

02

Transporter Feature

Introduces a way to seamlessly path users from one section or piece of content to the next. Section fronts and article pages are anchored by a row of thumbnails, allowing readers to easily discover additional content.

9e5eda11d0ac378b603471e5c926952e8afd3c5e

03

Flexible News Packages

The homepage and all section fronts were designed in a flexible format to accommodate the ever-changing flow of news. No page looks like a static template, and content can be promoted in ways that reinforce its value. In other words, the visual treatment of the story matches its editorial importance.

LAT 4

04

Article Pages and Panels

Each article page is an ecosystem, bringing stories to life with related video, photos, and story links embedded within—as well as slide-out panels to offer further content discovery and commenting. The design recognizes how readers search for news by treating article pages as entry points that are as valuable as the homepage.

3

The Impact

The new latimes.com is one of the world’s largest responsive news websites ever built. This means that all readers on all devices and screen sizes get the same world-class experience.

It’s a bold and visually-striking new design that disrupts the traditional page grid and highlights LA Times' marquee journalism. By eliminating clutter, the site puts the focus on its unique voices and multimedia.

Latimes.com has now introduced a new standard for digital news delivery. It's a rich, dynamic showcase for storytelling in all its forms and an exceptional platform for advertisers.

Defining the Route of Fashion

We are shaping the digital transformation of the industry by creating strong connections between audiences and brands.

Gawker 2
Bustle Digital Group - Gawker

Gawker | Don't call it a comeback.

An entertaining and engaging experience, all while still bringing a touch of class and sophistication.

Read More

Evolving the Financial Services Model

We’re transforming an antiquated industry through cutting-edge design and driving the future of finance forward.

Spotify Feature
Spotify

Artists don't just make art. They make money too.

Building a bigger funnel to help artists grow on Spotify.

Read More
College Board| Positioning the College Board as an Integrated Partner for Students

Transfiguring an integrated student, parent and educator experience

<p><strong>Transfiguring an integrated</strong> student, parent and educator experience</p>

Transfiguring an integrated student, parent and educator experience.

Read More
Rally| Elevating The Site Experience For a Crypto Pioneer

Elevating The Site Experience For a Crypto Pioneer

<p><strong>Elevating The Site Experience</strong> For a Crypto Pioneer</p>

Elevating the site experience for a crypto pioneer.

Read More
Coned Additional
ConEd

Building a future vision for Clean Energy in New York

ConEd tapped us as AOR to lead an integrated, purpose-driven marketing partnership to educate a multitude of audiences

Read More
  • A new brand strategy that ties ConEd’s clean energy vision to its purpose
  • An integrated creative campaign to showcase ConEd’s clean energy vision to its customers
Award WebbyW3 0031Ad Age 0023

Recognition

  • Code and Theory

    Webby Awards

    2022 Best Magazine – Websites and Mobile Sites
  • Code and Theory

    W3 Awards

    2021 Best in Show General Websites-Associations
  • Code and Theory

    Ad Age

    2020 Agency A-List

All Work

Get in Touch

  • Find Us

    One World Trade Center,
    62nd Floor

    New York, NY 10007

    More Offices
  • Work With Us

  • Press

  • Careers

    See All Open Positions

Says a Lot —

Latest

News — 

Ad Age | Marketing In The Metaverse —What Science Fiction Can Teach Brands About Web3

News — 

Code and Theory’s Dan Gardner named Campaign US 40 Over 40 honoree

News — 

AIGA Eye on Design | The Era of Rebellious Web Design Is Here

News — 

Webby Awards | Code and Theory Named Webby Winner in 26th Annual Webby Awards

News — 

The Drum | Adland's reaction to Musk's $44bn Twitter deal: 'a major disruption to its ad business'

News — 

ESPN | Washington Commanders: Inside the NFL franchise's search for a new nickname and logo

News — 

The Washington Post | Becoming the Commanders: How Washington's NFL team found its new name

News — 

Ad Age | Washington Football Team Becomes the Washington Commanders

Get in Touch

  • Find Us

    One World Trade Center,
    62nd Floor

    New York, NY 10007

    More Offices
  • Work With Us

  • Press

  • Careers

    See All Open Positions