Diversity Matters, Especially in the Media
The refreshed identity of the Lithuanian Journalism Centre’s platform highlights the contrast between different forms of media - from the polished tone of editorial journalism to the raw immediacy of spoken word and quick notes. This balance gives the project a more human and dynamic character, while new interactive sections and updated data visualizations make the research on gender inequality in media more accessible and engaging. The redesign amplified the project’s message and encouraged the client to explore a full website redesign.
visual identity, data visualization
details
Lithuanian Journalism Centre, Italy 2024, internship at Sheldon Studio
CONTEXT
In 2021, the Lithuanian Journalism Centre monitored 1,674 articles, TV panels, and radio features, finding that 76% of experts featured were men. In fields like cyber security, history, and statistics, male representation reached an even starker 90–100%. To raise awareness of this imbalance, LZC collaborated with Sheldon Studio to create a website that makes the data accessible and engaging, emphasizing that greater inclusion of female and gender-diverse experts is essential for balanced journalism.
“Our society is much more diverse than this! It is time journalism and media begin to reflect this diversity.”
The original site uses scrollytelling to present statistics across different media formats and expert fields, while also offering a searchable directory of diverse experts for future coverage. It concludes with a strong call to action aimed at readers, journalists, experts, and the media, encouraging them to shift the narrative toward genuine representation.
Photos: Screenshots of the original website
DEVELOPING THE NEW CONCEPT
I began the project with three goals: expand LZC’s design boundaries, build a clear system that explains every element, and create a more engaging user experience. I analyzed the existing site, then researched a spectrum of media formats (TV, articles, newspapers, radio) deriving keywords and visual cues from each. At the same time, I explored ways to visualize new data and introduce interactive sections. These insights became the foundation for potential visual languages.
FINAL CONCEPT AND EXPERIENCE
The final concept draws on two distinct essences of media: the meticulous, high-end polish of editorial publishing, and the raw immediacy of spoken word - captured in the hurried notes of a journalist or the quick turn of a radio conversation. These voices are woven into the design through typography, visual elements, and graphs, with scribbled-style notes spotlighting the most important information.
Knowing the site would be used mainly at LZC’s conferences and presented first on mobile, I designed it mobile-first. I replaced long-form scrollytelling with slide-based navigation for a more focused, intuitive experience. Each slide delivers concise, impactful text, ensuring audiences stay engaged from start to finish.
NEW SECTIONS
Alongside the new concept, I introduced three new sections:
Interactive quiz - to make the website more engaging by encouraging visitors to think critically about the statistics rather than simply reading them.
Highest climber amongst media outlets - to promote healthy competition among outlets, motivating them to maintain a more balanced selection of experts.
Most cited male and female experts - highlighting the industry’s most active contributors, along with detailed statistics on their participation.
A GLIMPSE INTO FIGMA
A quick view into the prototyping phase of the project, displaying the new slide based navigation.
THE IDENTITY IN IT'S ENTIRETY
The refresh not only tested the boundaries with LZC’s visual identity but also transformed the way its data is experienced. By blending polished editorial aesthetics with the immediacy of real-time journalism, and adding interactive and competitive features, the site engages audiences more deeply and communicates its message with greater impact.
The site is currently under development.
