The Challenge
The Lever is a nonpartisan, reader-supported investigative news outlet that holds accountable the people and corporations manipulating the levers of power. Founded in 2020 by David Sirota — an award-winning journalist and Oscar-nominated writer — the organization needed a website that reflected its brand values and made its investigative journalism accessible to a growing audience.
Brand values: Radical Content · Nihilistic · Optimistic · Human · Courageous.
The challenge was to translate these values into a visual identity and user experience that:
- Communicates trust and authority.
- Highlights investigative journalism.
- Works seamlessly across desktop and mobile.
- Supports reader engagement and subscriptions.
My Role & Approach
As Web Designer, I led the redesign of The Lever's website — from visual strategy to responsive implementation. My focus was on creating a design that reflects the brand's bold, courageous spirit while ensuring readability and ease of navigation for a news-focused audience.
- Visual identity: Bold typography, a considered color palette, and a layout that feels authoritative and approachable.
- Information architecture: Organizing articles, podcasts, e-books, and team information in a clear hierarchy.
- Responsive design: Ensuring a seamless experience across desktop and mobile.
Visual Design Strategy
Desktop Design
The desktop experience emphasizes hero stories with strong visual impact, clean grid layouts for article listings, clear calls to action for subscriptions and donations, and integrated podcast and e-book sections.
Mobile Design
The mobile experience maintains the same visual integrity while adapting to smaller screens with collapsible navigation, responsive grids, and touch-optimized interactions.
Design System
The redesign was built on a cohesive design system that ensures consistency across all pages and devices. Key elements include bold, authoritative typography; a restrained color palette with accent colors for calls to action; a flexible grid system; and reusable UI components for articles, podcasts, team profiles, and e-books.
Impact
The redesign positioned The Lever as a modern, credible, and reader-focused news outlet. The new visual identity and improved user experience support the organization's mission to hold power accountable — making investigative journalism accessible and engaging for a growing audience.
Key Takeaways
- Design must reflect brand values. The visual identity is not just about aesthetics — it's about communicating who you are and what you stand for.
- Responsive is non-negotiable. News is consumed everywhere. A seamless mobile experience is critical for engagement.
- Typography is a tool for authority. Bold, well-chosen typography can communicate trust and urgency without saying a word.
- Clarity drives conversion. Clear navigation and calls to action make it easy for readers to support the mission.
