Role
Art direction · Experience architecture
Client
Financial Times × Patek Philippe
Project type
Branded content hub · Editorial platform system
Context
Art direction and experience design for "Perfection: How Family Businesses Create Success", a
branded content
hub developed for the Financial Times in partnership with Patek Philippe. The platform combined
FT-written
editorial with client-authored branded content, requiring a single, premium system that could support
both
credibly and consistently.
I shaped the experience architecture and visual system across templates, modules, and page-level
storytelling,
using image-led layouts and rich media to communicate heritage, craftsmanship, and long-term value.
Established clear rules for typography, spacing, media treatment, and narrative pacing to ensure
visual
consistency, readability, and credibility across all articles, while allowing each story to retain its
own
rhythm and voice.
The experience architecture was structured to guide users intuitively through long-form content,
balancing
depth, elegance, and usability across desktop and mobile.
