CNBC.com Responsive Redesign
A Flexible Design System Built for Growth
Strategy & Research
The main goal was to create a mobile first, fully responsive and scalable design system in order to reinforce the premium positioning of CNBC.com and strategically expand its digital footprint.
The process began with a complete audit of the CNBC digital ecosystem; a complex mixture of news, market data, video, global television programming, specials reports, events, and much more served across multiple platforms and products. Extensive customer and internal stakeholder research revealed major problem areas and the need to reorganize the information architecture to reflect the new content strategy, reimagine the content management system, and modernize the tech stack.
Working with powerhouse agency Code & Theory, the team developed a comprehensive strategy that leveraged a new component-based design system and flexible content approach which would empower editorial teams to match the hyperactive news cycle, and curate and package content to better serve loyal customers as well as newcomers from social platforms and search.
A Systemized Look & Feel
With a new design system came the opportunity to redefine the visual language of the brand and elevate it to a premium look and feel, while retaining the core elements that have defined CNBC for over three decades. A modern, clean aesthetic had to deliver on key brand attributes and feel dynamic, trusted, lively, and approachable. Careful consideration was given to imagery and the various sub-brand requirements inherent in a media company.
A minimal and refined yet bold color palette was introduced as well as the typography pairing of the friendly and readable, "Proxima Nova," and the sophisticated serifed face, "Lyon." Together, these typefaces utilize multiple weights and sizes, creating a clear hierarchy and accommodating a variety of editorial scenarios while minimizing eye fatigue on smaller screens.
A Whole That's Greater Than the Sum of its Parts
The result is a cohesive and consistent system built on a flexible and scalable framework which enables CNBC to continually grow.
Improved foundational elements such as site navigation and taxonomy, along with customer-focused editorial solutions, and a library of responsive components equips CNBC to continue to serve and delight loyal fans and more easily create brand extensions to entice new audiences.