Role
Art direction
Client
Financial Times
Project type
Visual identity system · Display advertising · Video guidelines
Year
2019–2022 · Multi-year collaboration
Context
FT Channels is the Financial Times’ multimedia partnership platform, delivering long-form editorial
and branded
content across sectors including energy, luxury, banking, and ESG. The platform required a flexible
yet coherent
visual system capable of supporting multiple premium partner brands while remaining unmistakably FT.
Scope
FT Energy Source (Iberdrola) · FT Big Deal (Baker McKenzie) · FT Wealth (Coutts) · FT Moral Money
(Morgan Stanley) ·
FT Rethink (Lombard Odier) · FT Transact (UBS)
Approach
Led the development of a modular visual identity framework and motion language for each channel,
ensuring clear
distinction at series level while maintaining consistency across the wider FT ecosystem. Defined
layout systems,
typography rules, colour logic, and video guidelines to enable scalable production across editorial,
social,
and commercial formats.
Impact
The system strengthened recognition across partner channels, improved visual coherence across
campaigns, and
accelerated production workflows for internal teams while preserving premium editorial standards.
→ Visit the
Ft Channels partnership platform
Overview video presenting the visual identities developed for FT Channels, a portfolio of multimedia series spanning energy, wealth, ESG, dealmaking and sustainability. Each channel was designed with a distinct visual language while maintaining coherence across the Financial Times ecosystem.
Key visual for FT Transact, spotlighting the future of capital and the technologies transforming global transactions. A layered, illustrative approach was used to express the intersection of people, data and financial systems in constant motion. Supported by UBS.
Visual identity and cross-platform campaign for FT Big Deal, a multimedia series exploring the fast-moving world of global M&A. The creative concept translates speed, scale and complexity into abstract motion imagery, designed to work seamlessly across print, digital and social formats. Supported by Baker McKenzie.
Campaign visuals for FT Energy Source, a video series examining the environmental and economic impact of abandoned oil wells in the US. The imagery combines technological precision with a sense of urgency, reinforcing the investigative tone of the editorial content. Supported by Iberdrola.
Campaign design for FT Moral Money, highlighting shareholder activism and the evolving role of ESG in corporate governance. The visual language balances optimism and authority, supporting editorial clarity across digital placements. Supported by Morgan Stanley.
Creative direction for FT Rethink, a series exploring sustainable investing and the transition towards net-zero portfolios. Nature-led imagery and restrained typography reinforce the long-term perspective of responsible capital allocation. Supported by Lombard Odier.
