The New York Times has named Simon Chong as the new creative director for Cooking, the Times’ digital recipe and food journalism platform. Chong, who brings experience from prestigious design studios including Wolff Olins and Buck, will oversee and elevate the visual identity of Cooking across all platforms, according to an announcement from Cooking editor Emily Weinstein and general manager Camilla Velasquez on August 10.
In his new role, Chong will drive the creation of a cohesive brand identity and visual presence for the entire Cooking portfolio, working across teams at the Times including brand identity, marketing, product design and advertising. The Times noted that Cooking is rapidly evolving beyond its recipe-focused roots to include video franchises and multiple content types published both on and off its platform.
Chong brings a global perspective to the role, having been originally from Australia and lived and worked in London before settling in New York. His background in brand strategy and design leadership positions him to guide Cooking’s visual evolution as the section expands beyond traditional recipes into video content and broader editorial formats.
Notably, Chong is not new to the Cooking brand. As a member of the brand strategy and design studio Gretel, he partnered with Cooking to create brand campaigns in 2019 and 2021. Allie Asher, who worked with him on those campaigns, praised his approach: “Simon helped us zero in on what made our brand special and how to celebrate that. I’m so excited to be able to partner with him again.”
Chong told the Times that the role brings together his love of food, language, design and New York. According to his profile, his most frequently cooked meal is the Times’ coconut-miso salmon curry recipe. The appointment reflects the Times’ broader investment in visual storytelling and brand building across its growing portfolio of digital products, following similar creative leadership appointments at the company in recent years.
Sources
- The New York Times Company — Official press release announcing Simon Chong’s appointment as creative director for Cooking, including details on his background and role
- Editor and Publisher — Coverage of the appointment with additional context from Cooking editor and general manager
- Digiday — Reporting on New York Times Cooking’s expansion into video series and personality-led content as part of subscriber growth strategy
