CREATIVE DIRECTION

The New York Times Store

As the Creative Director for Commerce, I led the creative vision for The New York Times Store for eight years. During my tenure, I oversaw the design and development of hundreds of products, annual marketing campaigns, and the online platform, ensuring that every touchpoint reflected the brand's core values.

The following highlights focus specifically on the retail side of my role. While my broader work included licensing, internal projects, and brand collaborations, this selection showcases the products and campaigns that define the branded retail commerce experience.

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THE BACK STORY

When I first started working on the store, it was clear that the products, marketing and visual identity were not living up to design caliber of the wider company.

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While the existing commerce team led the operational and business refresh, I came on board to direct the creative strategy and visual language. We purged the majority of the existing inventory and started fresh.

After a year of dedicated development, we relaunched on Shopify with a cohesive new look—spanning new products, website, and art direction.

Over the years we continued to polish the store brand, but our North Star has never wavered: creating a brand experience that mirrors the integrity and quality of the journalism we support.

PROJECT CREDITS: CREATIVE DIRECTION: ED NACIONAL, ART DIRECTION: GABRIELA ALFORD, PHOTOGRAPHY: JENS MORTENSEN

THE BRIEF

How do you encapsulate the essence of The New York Times in physical goods? More importantly, how do you translate editorial rigor and excellence into seemingly ordinary products like hats and apparel?

Focusing on the details →
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Telling the story of quality and craft →
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Elevating to a lifestyle brand

Focusing on the Details

Every design decision was made with intention. My team and I obsessed over the details of material, fit, and color to ensure that our everyday merchandise served as a sophisticated extension of the brand identity.

That attention to detail shows in the final product. Merchandise that reflects the standards of the brand it represents.

Telling the Story of Quality and Craft

As our product range expanded, I prioritized superior construction and intentional design, seeking out makers and artisans with compelling narratives.

PROJECT CREDITS: CREATIVE DIRECTION: ED NACIONAL, ART DIRECTION: GABRIELA ALFORD, PHOTOGRAPHY: KYLE DOROSZ

We shifted our focus toward integrity by emphasizing the 'who' and the 'how' behind every piece. I am incredibly proud of the collaborations we built and the opportunity to bring the stories of these passionate craftspeople to the forefront.

PROJECT CREDITS: CREATIVE DIRECTION: ED NACIONAL, ART DIRECTION: GABRIELA ALFORD, PHOTOGRAPHY: KYLE DOROSZ

To share the backstory behind one of our best-selling products, we produced a video feature documenting the craftsmanship of our debossed ceramic mugs, crafted by our partners at Franca, a Brooklyn-based studio.

Elevating to a Lifestyle Brand

After overhauling the basics, we moved beyond 'merchandise.' We began an intentional transition from a simple brand shop to a curated lifestyle destination.

PROJECT CREDITS: CREATIVE DIRECTION: ED NACIONAL, ART DIRECTION: GABRIELA ALFORD, PHOTOGRAPHY: COLLIN HUGHES, STYLIST: SAVANNAH WHITE, CASTING & PRODUCTION: ARTIFEX PRODUCTIONS

Better art direction, stronger photography, and a more intentional visual language turned familiar products into something worth wanting.

PROJECT CREDITS: CREATIVE DIRECTION: ED NACIONAL, ART DIRECTION: GABRIELA ALFORD, PHOTOGRAPHY: COLLIN HUGHES, STYLIST: SAVANNAH WHITE, CASTING & PRODUCTION: ARTIFEX PRODUCTIONS

Featured Collections

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FEATURED COLLECTION ONE

The best merchandise doesn't just carry a brand. It carries a message. These collections were built around specific Times campaigns and the journalism behind them.

The Local Edition

The Times has always believed that local journalism matters. This collection was built around that idea, translating a campaign about New York's five boroughs into something people could wear and carry. Each piece tied to a specific neighborhood, each one a way to show your love for the city you call home.

PROJECT CREDITS - CREATIVE DIRECTION: ED NACIONAL, DESIGN: ED NACIONAL, MELIA TANDIONO, ART DIRECTION: KELSEY LIM, PHOTOGRAPHY: PAULA-ANDREA AGUDELO

To ensure authenticity, we cast a representative from each area and photographed them on their home turf, grounding the collection in the real communities it represented.

PROJECT CREDITS - CREATIVE DIRECTION: ED NACIONAL, DESIGN: ED NACIONAL, MELIA TANDIONO, ART DIRECTION: KELSEY LIM, PHOTOGRAPHY: PAULA-ANDREA AGUDELO

The campaign culminated in a VIP kit, sent to a curated list of New Yorkers, weaving together the original journalism and the collection that grew from it.