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.