Building a media identity
Red/Acción is an Argentine media start-up competing in a saturated news landscape. They needed a visual identity that could convey journalistic rigor while feeling approachable to the mobile-first news consumer, and they needed a system scalable enough to run without an in-house design team.
The challenge
Build a coherent visual system from scratch (icons, illustrations, and UI) that worked across newsletters, web, and app, while reflecting the craft of journalism itself.
Result
The system launched and has remained in active use since, without structural changes, a sign that the foundations held. Red/Acción has grown into one of the most recognized independent media outlets in Argentina.
Services
Illustration, Icon Design, Illustration System
Client
RED/ACCION
Icon system
The icon system is rooted in 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.
Newsletter illustrations
Each newsletter covers a different topic. Instead of a single generic brand illustration style, we designed a distinct illustration per newsletter, giving each one its own identity within a shared system. Readers could recognize their newsletter at a glance.
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 today. We designed around that relationship.
Working alongside the product team and journalists, we built a card-based interface that puts the editor's voice front and center. Each card type serves a distinct editorial purpose; going deeper into a story, checking sources, participating in the newsroom, or sharing content. The experience was designed mobile-first, from the very first wireframe.