Scaling one visual system across eleven broadcast brands

Times Network publishes across eleven brands — Times Now, ET Now, Mirror Now, Zoom, Times Drive, Times Foodie, Times Bhakti, Times Now World, ET Now Swadesh, Digit and TimesPlay. Each needs a distinct identity, yet all publish daily, across platforms, against broadcast deadlines that do not move. Without a system, that volume produces visual drift, duplicated effort and missed slots.

As Art Director for Digital Video, I owned the visual standard for the network's digital output: the design language, the motion toolkits, the templates, and the team workflow that turned a day's news cycle into finished graphics across every brand.

Treat eleven brands as one publishing system with eleven expressions. Build the deep structure once — grids, motion behaviour, typographic logic, colour discipline — then let each brand carry its own voice on top of shared production machinery.

• A shared design foundation with per-brand identity layers, so a designer can move between brands without relearning the toolset.
• Motion toolkits and templates for recurring editorial formats — breaking news, explainers, social cuts — that protect quality when the deadline is minutes away.
• Review rhythms and handoff conventions that keep a multi-designer team consistent across shifts and simultaneous deadlines.
• Continuous evolution: the system absorbs new brands and formats without a redesign each time.

• Seven years of continuous daily output across eleven brands under one evolving system.
• A team that ships against broadcast deadlines without sacrificing the visual standard.
• The operational playbook — consistency at volume — that now drives my AI production-workflow practice.

I built the system eleven brands published through — every day, for seven years — and led the team that ran it.