Julie Arroyo

Senior Digital Designer

Local News Affiliate

Bringing a national brand refresh to life across local digital experiences.

Role

Lead Web Designer

Scope

UX / UI, Design System, App Graphics

Tools

Figma, Photoshop

Timeline

1 Month

Challenge

CBS underwent a network-wide brand redesign, requiring affiliate stations to align their digital presence with updated visual guidelines. For CBS 58 (WMLW Milwaukee), the challenge was to transition the website, news and weather apps, and related digital touchpoints to the new CBS brand while preserving local identity and ensuring a seamless experience for existing audiences.

The update also needed to account for multiple brand relationships—integrating the WMLW channel and maintaining visibility for MeTV—without overwhelming the core CBS 58 experience.

Approach

  • Collaborated closely with the Milwaukee station’s Art Director, working from updated brand guidelines and wireframes to ensure accurate implementation across platforms.
  • Designed and delivered new custom app icons and updated visual assets for both iOS and Android, aligning mobile experiences with the refreshed CBS brand.
  • Partnered with development teams on both the website and mobile apps to execute the brand transition smoothly and consistently.
  • Integrated the WMLW channel into the updated design system, ensuring brand clarity while maintaining hierarchy across affiliated properties.
  • Maintained MeTV brand visibility throughout digital experiences in a way that supported the primary CBS 58 brand without competing for attention.
    • mall logo animation
    Mall Stats Imge with circles
    2 laptops with pages from the mall
    mall logo animation
    Mall Stats Imge with circles
    3 phones with mall social posts
    Design system components

    Outcome

    The result is a cohesive, network-aligned digital experience across web and mobile that reflects the updated CBS brand while supporting local identity. The coordinated rollout ensures consistency across platforms, reinforces brand trust, and positions the station for future updates within the larger CBS ecosystem.

    Let’s collaborate
    Open to senior roles & thoughtful partnerships — remote or hybrid.
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