From The Content Strategist: Rachel Gogel is not a fan of the term “visual storytelling.” To her, it doesn’t capture the unique challenges designers face when telling a brand’s story.
Gogel, the creative director for The New York Times’s T Brand Studio, is, of course, an expert visual storyteller herself, helping companies tell their stories through native advertisements. “As people, we are storytellers,” she explained. “The question is, how do we use visuals to influence emotion, to get an audience to view your images, to stay and eventually come back?”
The main goal at the T Brand Studio is to turn brand initiatives into a narrative with the same caliber of reporting as the traditional editorial work produced by The New York Times.