ROLE
Art Direction + Design
UI/UX Design
BACKGROUND
BASF, a global leader in chemical manufacturing, partnered with The Washington Post Creative Group to create a thought leadership piece that spotlights their commitment to a circular economy through a strategy called mass balance. The goal was to position BASF as a regional sustainability expert and drive quality engagement to the broader campaign site.
RESEARCH & MOODBOARDING
After reviewing the article content and listening to interviews with subject matter experts (SMEs), I quickly recognized that the core challenge would be translating a highly technical concept into an accessible, visually engaging experience — one that would not only clarify the process for the reader but also encourage deeper engagement and time spent on the page.
PAGE DESIGN + INTERACTIVE ELEMENTS
Rooted in the theme of balance, this design concept illustrates the everyday choices consumers face and how BASF’s mass balance approach helps clarify their impact. Contrasting shapes and split-screen scrolls highlight these decisions, while gridded “window” elements—both literal and metaphorical—offer insight into BASF’s mission.
DESIGN SYSTEM
PROMOTIONAL ASSETS
The look and feel of the page design also needed to extend seamlessly across other digital channels—including native placements, Apple News, display banners, and social media Key design elements such as typography, color, imagery, and layout structure were adapted to suit each format while preserving the core concept.
EXCEEDING BENCHMARKS + IMPROVING PROCESS
While in flight, BASF’s content, “Mass Benefits”, performed exceptionally well with page views pacing 38% ahead of benchmark, and readers spending close to 2 minutes on the page.
“Our external developers used the [design] as a prime example of how to set up a page and development files for best practices during BASF.”
“The modules were consistent, with mirrored updates to text or images, which made the development smooth.”