Helping the world’s greatest story teller tell their story.
The Challenge
Change the narrative
Council was brought in to help shift both perception and performance. The goal was to build a modern platform that better reflects the full value of The Washington Post’s brand partnership capabilities—one that positions The Post as a strategic, creative, and globally relevant partner. Ultimately, the work needed to drive better conversations—and better outcomes—with brands and agencies alike.
"The Post had world-class content and partnerships, but the experience for collaborators didn’t reflect that. The partner platform we helped create didn’t just deliver tools—it made the value of partnership clearer, more engaging, and easier to navigate. It brought editorial design and digital strategy into alignment in a way that felt purposeful and real."
Our Approach
A Strategic Foundation for Scale
We repositioned the entire experience around a simple, powerful idea: don’t just tell brands what The Post offers—show them what’s possible. The new Washington Post Solutions platform elevates partnership from a transactional exchange to a storytelling collaboration—one that reflects The Post’s editorial legacy while embracing a bold, digital-forward future.
Strategic Narrative ReframeMessaging was elevated beyond media specs—anchored instead in creativity, trust, and the impact of meaningful collaboration.Editorially-Inspired Design LanguageThe visual system draws from the authority of the newsroom—bringing typographic hierarchy, rhythm, and structure into a modern digital experience.Exploration Over TransactionInteraction patterns and page flow were designed to encourage discovery—inviting deeper engagement rather than simply delivering information.
Our Approach
A storytelling system shaped by editorial legacy and built for modern partnership.
The platform was reimagined as a canvas for collaboration—rooted in journalistic authority, elevated by design, and driven by a simple idea: don’t just tell partners what The Post offers—show them what’s possible.
A Visual Language That Signals Innovation
The overall expression is bold, refined, and unmistakably The Post—bridging heritage with relevance and projecting a global, strategic posture.
A modular brand framework built on a flexible, component-based structure that adapts seamlessly to evolving needs, supporting a wide range of storytelling formats from brand positioning to campaign showcases.
Layout Framework Built for Narrative Flow
Content hierarchy and spacing guide users through layered stories—balancing editorial elegance with brand clarity.
Interaction That Enhances the Story
Motion and behavior are used intentionally to reveal meaning, guide attention, and create a more immersive and intuitive experience.
The Results
A platform that’s driving real impact
The Washington Post Solutions platform now acts as both a brand statement and a business tool. It’s helping internal teams communicate more clearly, inspire more creatively, and close stronger partnerships. Since launch, it has elevated perceptions of innovation and global relevance, strengthened engagement with media buyers and brand leaders, and established a renewed foundation for long-term partnership growth.
"The Post had world-class content and partnerships, but the experience for collaborators didn’t reflect that. The partner platform we helped create didn’t just deliver tools—it made the value of partnership clearer, more engaging, and easier to navigate. It brought editorial design and digital strategy into alignment in a way that felt purposeful and real."
The Washington Post
The Results
A platform that’s driving real impact
The Washington Post Solutions platform now acts as both a brand statement and a business tool. It’s helping internal teams communicate more clearly, inspire more creatively, and close stronger partnerships. Since launch, it has elevated perceptions of innovation and global relevance, strengthened engagement with media buyers and brand leaders, and established a renewed foundation for long-term partnership growth.
What it meant
A shift in posture, a signal of possibility
This work marked more than a redesign—it signaled a shift in presence, posture, and possibility. It helped The Washington Post step into a new role—not just as a trusted newsroom, but as a strategic partner to the world’s most ambitious brands. It gave internal teams a clearer voice, reframed perception, and transformed a sales platform into a space for dialogue, discovery, and collaboration. More than a website, it was a statement of intent—an invitation to engage differently, to think bigger, to see the brand anew. For Council, it was a reminder that great creative work lives at the intersection of story and system—that when design carries meaning, it doesn’t just inform—it inspires.