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Client

Red/Acción

Service

News & Media

Scope

Building a media identity

Red/Acción is an Argentine media start-up competing in a saturated news landscape. They needed a visual identity that felt journalistically rigorous and approachable to the mobile-first reader, scalable enough to run without an in-house design team. The work covered the full system: icons, illustrations, and UI across newsletters, web, and app.

The icon system draws from the language of the trade. Rather than defaulting to generic news iconography, we anchored the visual vocabulary in editorial marks: quotation marks, parentheses, annotation symbols. The visual language grows directly from the written one. Each newsletter covers a different topic, so instead of a single illustration style, we designed a distinct visual identity per newsletter. Readers could recognize their newsletter at a glance, while everything still lived within the same system.

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For the mobile UI, the core insight was simple: readers don't want to navigate a flood of news, they want the editor to tell them what matters. Working alongside the product team and journalists, we built a card-based interface that puts the editor's voice front and center, designed mobile-first from the very first wireframe.

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