Clarity over cleverness
Client: USA TODAY | 2025 | Copywriting, campaign work, strategy, creative conception
Brief:
Reinforce USA TODAY’s reputation for clear, accessible reporting in a way that's bold and eye-catching.
Insight:
In a world where news often reads like a vocabulary contest, audiences crave clarity over cleverness. The smartest message is often the simplest one.
Idea:
I played with contrast (literally). By crossing out jargon-filled headlines and replacing them with USA TODAY’s plainspoken truth, I spotlighted the brand’s value:
no pretension, no fluff, just news that gets to the point. The result? A campaign that cuts through the noise by cutting down the BS.
On Sundays, we clean up everyone else's mess. The Clear Cut is a newsletter that takes the week's most complex stories and boils them down the facts and why they matter.