LX News - NBC Universal
Recruited for years of experience growing audiences for brands on social, I was brought in to help build LX News from the ground up. Traditional news was losing audiences and failing to capture the attention of younger generations. With declining viewership among millennials and little to no engagement from Gen Z, there was a clear need to redefine what news content could be and how it connected with a new audience. This brand was created to address that gap — bringing context, clarity, and value to storytelling. Audiences were seeking brands that stood by their messaging and connected on a more personal, human level.
Development
The development of the LX News digital platform was driven by data and audience insights, with a focus on using native platforms to meet users where they are. Through large-scale studies of user behavior, we built authentic storytelling that was informative, fast, and optimized to capture attention while sustaining audience retention.
The driving force behind LX is to “let the story be the story.” The foundation of innovative content is to not speak at your audience, but instead invite them to be apart of it by presenting information in a way that allows discovery and exploration.
Content
The driving force behind LX is to "let the story be the story." The foundation of innovative content is to not speak at your audience, but instead invite them to be a part of it by presenting information in a way that allows discovery and exploration.
This approach produced award-winning journalism, including "The Joshua Trees Are Dying," which won an Edward R. Murrow Award for Storytelling in Digital News. I built LX News from the ground up — brand, team, and creative foundation — after leading branded creative at BuzzFeed.