ONION LABS

winter 2019/spring 2020

lead designer / associate creative director

Onion Labs is the in-house branded content agency at The Onion, which is now a part of G/O Studios. In November of 2019 when I jumped into this new role with Onion Labs, I initiated a brand redesign that not only included a logo/visual redesign, but an evaluation of Labs purpose and key value within the G/O portfolio. I lead a team on logo and website redesign, and facilitated the broader conversation about how to define Onion Labs. Understanding our unique value as comedy creators and business minded marketers we worked to redefine ourselves as “The Onion’s Branded Comedy Agency.” Below is the brand book with out look and feel and key identity messaging. Our new website is launching in May, but I included some screenshots below.