Ad-Free Subscription Add-On
Brand & Visual Identity • Collateral Design • Motion Graphics
Designed the visual identity for The Washington Post's first-ever ad-free experience, a new subscriber add-on offering existing Core and Premium subscribers an uninterrupted reading experience for an additional $5/month or $50/year. Positioned the product as "more for better," translating the core insight — that removing ads gives readers more focus, not just less clutter — into a visual language that felt clean, additive, and true to the brand.
Extended the identity across in-app, on-site, and email touchpoints to support subscriber engagement at launch. Followed with four 15-second paid social video adverts split across two campaign angles: one pair highlighting the breadth of content accessible with the ad-free add-on, the other spotlighting the experiential benefit of an ad-free subscription — less clutter, more focus.
Impact: Contributed to over 2,000 purchases of the ad-free add-on within the first two months of campaign launch.
A matching set of ads highlighting the breadth of content accessible with the ad-free add-on.
Coverage Forward
A matching set of ads visually spotlighting the experiential benefit of an ad-free subscription — less clutter, more focus.
Benefit Forward
Deck delivered to the in-house team managing the site-wide build out, providing guidance on color, visuals, and layout.
Visual Identity
Creative Director: Tova Diamond
Copy Director: Sheila Hayes