A brand video showcasing the updated identity and product offerings of the National Journal.

Brand Video
2025
Fonts: Proxima Nova, Freight Family
Tools: After Effects, Illustrator, Figma

Approach

The goal was to create an animated video that reflects National Journal’s brand, highlighting its legacy as a trusted, nonpartisan news source and its commitment to personalized and charitable service.

I began by identifying three core value propositions that distill the breadth of its offerings: “Keep your team informed,” “Customize your content,” and “Stay ahead of the curve.” As part of my initial research, I formatted the above PDF to provide a more in-depth look at the organization’s services.

Scripting

The brief script covers the “who, what, where, why, and when” of the brand and it’s products — emphasizing the National Journal’s differentiating factors.

“At the National Journal, we dont just cover the story. We decode it. Equipping leaders in Washington with the knowlege they need to make informed and efficient decisions.”

Storyboarding

Using Figma, I drafted the animation’s most important touchpoints, ensuring that all graphics and typography aligned with the brand guidelines. I also incorporated subtle nods to existing brand elements at this point, like the bold blue underline that appears in National Journal’s email signatures and business cards.

Animating

Using After Effects, I created the final animation based on the storyboards, making adjustments to optimize graphic flow and readability. The soundtrack and sound effects were selected to reflect the brand’s modern, reliable, and upbeat tone.