When Larry Kramer, the President of USA Today, approached our team, he was looking for ideas—big ideas. What started as a conversation about 10 different futures, quickly unfolded into a strategic engagement between USA Today and their parent, Gannett.
Our story together is about looking to the USA Today business, brand and culture to envision a bold new growth platform, to build a business model for diversification and sustainability, to develop a product from concept to beta, and to stand up a new innovation capability that will carry USA Today into its next chapter of growth. Our team collective vision with USA Today was to build a business that delivers wonderful, fresh, new diagnostics, guides, tools and content formats, tuned to key life stages: career change, elder care and more. And our collective goal was to drive new revenue models that weren’t dependent on advertising. Physical world events, deep learning, value-added services sold via subscriptions, and embedded partners/sponsors are part of the collective mix.
Today, LIGHTPOST is on the threshold of digital launch. A bold new brand and business have surfaced and the dedicated, innovative team is energetically pursuing greatness.
See more details about project process
When Larry Kramer, the President of USA Today, approached our team, he was looking for ideas—big ideas. What started as a conversation about 10 different futures, quickly unfolded into a strategic engagement between USA Today and their parent, Gannett.
Our story together is about looking to the USA Today business, brand, and culture to envision a bold new growth platform, to build a business model for diversification and sustainability, to develop a product from concept to beta, and to stand up a new innovation capability that will carry USA Today into its next chapter of growth. Our team collective vision with USA Today was to build a business that delivers wonderful, fresh, new diagnostics, guides, tools, and content formats, tuned to key life stages: career change, elder care, and more. And our collective goal was to drive new revenue models that weren’t dependent on advertising. Physical-world events, deep learning, value-added services sold via subscriptions, and embedded partners/sponsors are part of the collective mix.
Today, LIGHTPOST is on the threshold of digital launch. A bold new brand and business have surfaced and the dedicated, innovative team is energetically pursuing greatness.
President: Jason Baer / Strategist: Andy Chern / Senior Designer: Elie Kahwagi / Designer: Greg Richards / Designer: Qian Li