The New York Times x 2019 Edinburgh Book Festival
As a major sponsor of the 2019 Edinburgh International Book Festival, The New York Times brought together award-winning journalists and leading thinkers from around the world for a series of discussions on the pressing issues of our times.
The Times saw this as an opportunity to make it known to the causal European readers that it has been always dedicated to promoting, supporting and reviewing literature, plus bringing awareness that it also covers a broad range of other subjects, many of which already align with festival audience existing interests.
To visually express the brand in a modern, refreshing and recognisable way that would surprise and engage the festival audience, a graphic simplification of the paper's layout was used along with its brand typography to highlight the breadth of content offered and accessible in print and digital.
