Puck Private ConversationPuck Private Conversation
Best Infographic (one-time)
Category: Best Infographic (one-time)
Project Name: Puck Private Conversation
Company: Message Lab @ Orchestra - Puck
The Puck Private Conversation was a collaboration between Puck and Message Lab @ Orchestra, designed to offer subscribers direct access to the newsroom’s thinking during a pivotal political moment — the aftermath of the 2024 U.S. presidential election and President Trump’s impending inauguration. This infographic transformed Puck’s elite audience from passive observers into active participants by blending audience input, editorial voice, and immersive design.
The project began with a reader survey to uncover the political issues and personalities subscribers were most curious about. These insights shaped the editorial direction, ensuring the content resonated deeply with Puck’s engaged political news consumers. Message Lab @ Orchestra elevated the experience with a custom publishing template featuring anchored navigation, embedded media, animations, illustrations, pull quotes, and interactive design elements. This scrolling, magazine-style format turned a typical Q&A into a dynamic, multi-dimensional dialogue.
The editorial team responded directly to reader questions, weaving in new ones as the conversation unfolded, creating a participatory experience that affirmed Puck’s value to paying subscribers. The tightly defined audience — intelligent, opinionated political news consumers — received exclusive analysis tailored to their interests, differentiating Puck’s brand in an election year saturated with coverage.
By transforming a static newsletter exchange into a premium, participatory editorial experience, Private Conversation deepened reader engagement, demonstrated Puck’s journalistic innovation, and set a new standard for interactive political media in 2025.
Why they're award winning:
Audience integration: Used reader surveys to shape editorial direction
Immersive design: Elevated Q&A with animations, illustrations, and interactive elements
Participatory journalism: Engaged readers directly in the editorial process
Brand differentiation: Delivered a signature experience during a crowded election year