ProblemWirecutter, the product recommendation service acquired by The New York Times in 2016, had not refreshed its experience or overall strategy in several years. Endlessly imitated by its competitors, it found itself undifferentiated and increasingly seen as a last mile check rather than a comprehensive decision-making resource.
ApproachWe drafted a long-term experience vision for Wirecutter, then worked with cross-functional partners at the Times to build a proposal, project team, and ultimately tackle the 3-5 year strategy for the brand. To drive the transformation internally, we also developed a new strategic framework, including a revised mission, vision, and supporting brand components. The new strategy is rooted in an expanded, “whole life” approach — its ambition is to transform Wirecutter from a transactional resource to a go-to, everyday lifestyle destination.
GAUZE is a brand identity, strategy, and experience design studio in New York.
We enjoy reconciling diverse, experimental approaches to design and communication with the messy realities of day to day use. We’ve worked with global news and financial organizations, local arts and environmental non-profits, artists, museums, hotels, and a variety of people, businesses, and situations in between.
Ready to get started? Say hello!
Brand strategy
Visual identity
Naming & verbal identity
Strategic visioning
Creative org design
Campaign design
Experience design
Publication design
Sound design
Back to top