The Washington Post partnered with Compass Coffee to create a custom blend, with the goal to shift brand perception and reach new audiences.

As the first major brand partnership of its kind for The Post, there was no existing playbook to follow. The creative direction centered on a simple but resonant truth: that news and coffee are inseparable parts of the same morning ritual. Finding a visual language to captured this meant balancing editorial and warm motifs, all while navigating the tension between two distinct brand identities and no established hierarchy to lean on. 

I was responsible for building that framework from scratch, determining how the two brands would coexist across every touchpoint. I art directed Raul Urias, synthesizing feedback from multiple senior stakeholders into clear, actionable creative direction that kept the project moving without losing its visual integrity, and oversaw the marketing materials that brought the partnership to life.