• FORETOLD

  • FORETOLD

  • FORETOLD

Pushing beyond the stereotypes and redefining one’s identity

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(001)

The Los Angeles Times partnered with reporter Faith Pinho to help tell a story which takes one past the neon “psychic” signs and trendy tarot cards to unravel myths and stereotypes that have followed the Romani people for centuries.

The “Foretold” podcast follows Paulina Stevens as she navigates the consequences of her decision to leave her community and redefine her identity. Paulina grew up in an insular Romani American family, destined to leave school, marry young and become a fortuneteller. By 17, her fate was sealed — until she decided to leave it all behind.

Client

Los Angeles Times

Year

2023

Services

Art Direction, Brand, Motion, Print, Web

Art Direction, Brand, Motion, Print, Web

Art Direction, Brand, Motion, Print, Web

Brainstorming

It was our responsibility to educate ourselves about the Romani diaspora and understand communities we're not too familiar with. It was about communicating with the clients of Romani descent to further acknowledge and ask about distinct qualities which speak to Romani culture. It can include the patterns found in the wardrobe, art, textiles and more.

Brainstorming

It was our responsibility to educate ourselves about the Romani diaspora and understand communities we're not too familiar with. It was about communicating with the clients of Romani descent to further acknowledge and ask about distinct qualities which speak to Romani culture. It can include the patterns found in the wardrobe, art, textiles and more.

Brainstorming

It was our responsibility to educate ourselves about the Romani diaspora and understand communities we're not too familiar with. It was about communicating with the clients of Romani descent to further acknowledge and ask about distinct qualities which speak to Romani culture. It can include the patterns found in the wardrobe, art, textiles and more.

Initial Concepts

Initial Concepts

Initial Concepts

Learnings

There was an artistic overlap between other cultures upon first glance, but it was about acknowledging the subtle differences which make it distinct and apparent such as the Romani flag icon, California poppies and an abstract, psychedelic at-times arrangement throughout the episodes. Something that was beyond the typical tarot cards, which the client implored. In order to translate to different mediums, a pattern design to be used throughout the series is what we've found to be most effective.

Learnings

There was an artistic overlap between other cultures upon first glance, but it was about acknowledging the subtle differences which make it distinct and apparent such as the Romani flag icon, California poppies and an abstract, psychedelic at-times arrangement throughout the episodes. Something that was beyond the typical tarot cards, which the client implored. In order to translate to different mediums, a pattern design to be used throughout the series is what we've found to be most effective.

Learnings

There was an artistic overlap between other cultures upon first glance, but it was about acknowledging the subtle differences which make it distinct and apparent such as the Romani flag icon, California poppies and an abstract, psychedelic at-times arrangement throughout the episodes. Something that was beyond the typical tarot cards, which the client implored. In order to translate to different mediums, a pattern design to be used throughout the series is what we've found to be most effective.

Sample Image

Sample Image

Sample Image


  • Make more organic


  • Create specific design elements


  • Make a darker palette

Progress Stills

Progress Stills

Progress Stills

Final Direction

We’ve landed on the final direction by giving the clients various design directions, which spoke to Romani culture. They resonated well with the prominent serif wordmark and the floral pattern brought in the 3rd dimension to give a new perspective in a modern and bold design approach. After green-lighting the final direction, we’ve embarked on all things marketing.

Final Direction

We’ve landed on the final direction by giving the clients various design directions, which spoke to Romani culture. They resonated well with the prominent serif wordmark and the floral pattern brought in the 3rd dimension to give a new perspective in a modern and bold design approach. After green-lighting the final direction, we’ve embarked on all things marketing.

Final Direction

We’ve landed on the final direction by giving the clients various design directions, which spoke to Romani culture. They resonated well with the prominent serif wordmark and the floral pattern brought in the 3rd dimension to give a new perspective in a modern and bold design approach. After green-lighting the final direction, we’ve embarked on all things marketing.

"I'm in love with these designs!! Thank you"

-Paulina Stevens, subject of the series

-Paulina Stevens, subject of the series

Metric Success

Metric Success

Metric Success

Metric Success

Overall, this podcast exceeded all expectations upon initial release and has become a trending podcast in the L.A. Times podcast catalog. 

Overall, this podcast exceeded all expectations upon initial release and has become a trending podcast in the L.A. Times podcast catalog. 

Overall, this podcast exceeded all expectations upon initial release and has become a trending podcast in the L.A. Times podcast catalog. 

Marketing Totals: 48.6M Impressions, 78K Chartable Clicks, 51.2K Downloads

  • This weeks Marketing totals:

  • Impressions: 2.9M

  • House: 2.5M

  • Trade: 375K

  • Chartable Clicks: 5.9K

  • Chartable Downloads: 1.4K

  • House: 606

  • Trade: 865

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Copyright©DylanHarris

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©DylanHarris

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©DylanHarris