Built by our team
The San Francisco Standard
- Year
- 2022–2024
- Role
- Brand refresh, web design, component system
- Services
- Brand refresh, Web design
- Live site
- sfstandard.com
A brand refresh and website redesign for a San Francisco newsroom. Traffic rose 25%, and the homepage won first place at the California Journalism Awards.
The project
The San Francisco Standard is a Bay Area newsroom. Its old layout gave every story the same structure, whatever the story was.
Leo did this work in-house as The Standard's designer from 2022 to 2024.
Our approach
The redesign gave editors room to lay out each story with the character of the reporting behind it.
We built a system of about 500 modular components on a shared grid, so editors can assemble new layouts without new code, and refreshed the logo, palette and brand guidelines alongside it.
The outcome
- +25%website traffic after the redesign
- +20%brand recognition with the target audience
- +40%satisfaction with usability in user feedback
- California Journalism Awards1st place, Homepage Layout & Design
- California Journalism Awards2nd place, Story Page Layout & Design
Why it matters to an engineering firm
Engineering firms have the same problem: dozens of projects, each with its own story, squeezed into one template.
The San Francisco Standard: Images
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