Corporate Website Redesign
ROLE: CREATIVE DIRECTOR
PROJECT TYPE: UX STRATEGY, CORPORATE COMMS, CMS PLATFORM, DESIGN SYSTEMS
As Creative Director, I led the transformation of the Dow Jones corporate website into a modern, unified digital experience that reflected the full breadth of their portfolio—from The Wall Street Journal to their growing suite of B2B data products. My role spanned setting the creative vision, leading cross-disciplinary teams, and aligning business strategy with brand storytelling to bring the “One Dow Jones” narrative to life.
The Brief
Dow Jones needed more than just a redesign—they needed a repositioning. The previous site presented fragmented, siloed content that made it difficult for users to understand the value of the brand or navigate its offerings. Internally, marketing teams were burdened by an inflexible CMS and disconnected data tools. The platform lacked both storytelling power and operational agility—two things critical to modern enterprise marketing.
Creative Approach & Direction
I owned the creative vision from start to finish—ensuring the experience reflected both the business strategy and the new direction of the Dow Jones brand. That meant shaping a design system that could scale across teams, telling a clearer story about their product ecosystem, and enabling internal teams to move faster with less friction.
To start, I guided the team in collapsing multiple microsites into a single destination, driven by a needs-based information architecture that prioritized customer clarity over internal structure. I championed the shift from product-first to problem-first storytelling—framing offerings in plain language to help visitors instantly grasp value without decoding brand-specific jargon.
Throughout the project I also partnered closely with the Dow Jones brand team to evolve their new visual identity into a fully responsive digital design system.
The Results
The new corporate site represents a major step forward in Dow Jones’ digital maturity. It empowers internal teams with a flexible, component-driven authoring experience, significantly reducing time-to-market for content and campaigns. More importantly, it reframes the brand in a way that resonates across audiences—supporting enterprise sales, investor relations, and talent acquisition with a cohesive and compelling narrative.
By aligning creative strategy with business impact, the new platform now serves as both a powerful storytelling tool and a high-performance marketing engine—unlocking cross-sell opportunities, streamlining content operations, and reinforcing Dow Jones as a unified, modern brand.
