As the first Head of Brand Voice at The New York Times, I formalized a common tone of voice to be employed across newsroom and marketing efforts. The framework and accompanying tactics embodied the brand’s long-held journalistic excellence while making room for more recent media behaviors and consumer expectations. This strategy was evidenced across NYT brand and product marketing touch points, content design, and advertising campaigns, most notably the award-winning “Truth” series. It was also fully exposited in the company’s first Brand Guide, which I wrote in collaboration with the company’s design leadership.