STRATEGY. CREATIVE.
Independent Journalism
The Guardian
Our news landscape has evolved more radically in the past five years than the past five hundred. Exponential advances in technology, social media, and automation have put the future of the news journalism into the hands of a few, who now control the destiny of many. The Guardian newspaper, publisher of the Panama Papers and winner of several pulitzer prizes for investigative reporting, remains a voice of truth and independent journalism is an age of syndication and sensationalism.
Our task was to help position the Guardian brand within this extraordinary market flux, and provide a playbook of products and ideas designed for the digital age.
In collaboration with the Global Editor-in-Chief, CEO and department heads from across The Guardian, we held a series of stakeholder interviews and conducted a comprehensive research audit to develop a strategic operating system for the brand. We then worked with the SFAI (San Francisco Institute of Art) to model an editorial ‘map’ from photographic and text elements. The free-association helped disrupt our own thinking, spark lateral connections and generate ideas.
VISUAL BRAINSTORM
EDITORIAL MAP
Combining strategy and creative, we printed a brand book containing a suite of provocations, products, and ideas designed to promote The Guardian’s brand of independent journalism.
BRAND BOOK
CLIENT
The Guardian
AGENCY
Chapter SF
DATE
2016
ROLE
Creative Director. Writer
Other Projects
© Nick Marzano