143. Shaping design and culture at The New York Times, with Jessi Brattengeier

The Creative Boom Podcast

In this final episode of the season for The Creative Boom Podcast, host Katy Cowan is joined by the inspiring Jessi Brattengeier, Creative Director at The New York Times. This engaging conversation takes a closer look at the world of design, storytelling, and the culture behind one of the world's most iconic publications.

Jessi shares what it's like to shape and innovate within the established identity of The New York Times. From the annual State of the Times event to internal branding initiatives, she offers a fascinating glimpse into how design supports journalism and fosters community among employees. Her work explores everything from sonic identities and event branding to collaborations on internal communications, all while maintaining the high standards expected at such a prestigious institution.

Beyond her work at the newspaper, Jessi co-runs a design practice called JesseJessi alongside her collaborator Jesse Johanning. Together, they tackle a range of cultural projects, including a stunning monograph for Elizabeth Roberts Architects, which embodies their love for experimental yet thoughtful design. Jessi discusses how her external projects not only bring fresh energy to her work at The New York Times but also exemplify the value of creative exploration.

This episode also considers the softer side of leadership. Jessi reflects on how fostering trust and collaboration within her team has become a priority after learning hard lessons about burnout early in her role. She emphasises the importance of valuing oneself, sharing her journey of learning to charge what her work is worth and encouraging emerging designers to believe in their abilities.

From her experiences working with architects and creating meaningful colour palettes to her thoughts on navigating professional relationships and balancing work-life demands, Jessi offers countless insights for anyone in the creative industry. Wrapping up the conversation, she looks forward to her exciting plans for 2025, including hospitality projects, a restaurant identity, and a book design. For aspiring creatives, her advice is simple but powerful: don't undervalue yourself, take risks, and always be open to learning.