The Wall Street Journal

Video Blueprint


The WSJ Blueprint is a digital style guide that documents the design systems, assets, and branding for WSJ digital products. Blueprint was developed internally by the WSJ Design Team to work seamlessly on any device. It is structured around media-rich articles that support just about any type of documentation. Videos, images, color swatches, code snippets, and interactive elements result in a visual and highly engaging experience.

Having recently completed the WSJ Video Identity project, we were in need of a way to document the work and make it easily accessible to those who produce video content for The Wall Street Journal. The WSJ Blueprint was the perfect solution.

The Video Blueprint documents how to create consistent, high-quality and on-brand video content by providing a comprehensive set of templates, instructions, assets, and real-world examples. It is organized by video type, typography style (serif or sans-serif), as well as by video series. To provide further context, all visual examples are accompanied by written documentation and key contacts throughout the organization.

The Video Blueprint It is currently in use by The Wall Street Journal video teams, journalists and editors in New York, Hong Kong, London and around the world. The WSJ Video Blueprint was created by Thomas Williams, Cory Etzkorn and Adele Morgan.

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