Challenge

Northern Virginia’s data‑center boom was outpacing public understanding. The Fauquier Times and Prince William Times were preparing an eight‑part investigation, but within their traditional newspaper format the work risked fading into the news cycle. They needed a sub‑brand that could step beyond a 200‑year print identity and a digital experience built to carry complex reporting and powerful visuals without losing clarity or momentum.

Strategy

We positioned The New Energy Crisis as a narrative destination—built for continuity, depth, and urgency. The name established room for evolving coverage, while the visual identity moved deliberately away from the parent paper: pared back, cinematic, and grounded in the physical landscape driving the story.

A tension‑based color system and magazine‑style typography created an inviting long‑form reading experience. Drone photography became a core storytelling tool, revealing the scale of the data‑center expansion in ways text couldn’t. Rather than standalone articles, the site followed a narrative arc: a high‑stakes opening chapter leading readers through the remaining installments as an unfolding investigation.

Collaboration with reporters, editors, illustrators, and photographers ensured the design elevated the journalism at every step. Membership prompts were integrated with discretion—visible, relevant, and supportive of the newsroom’s mission without disrupting the reading experience.