The news media landscape has gone through a radical transformation over the last decade. As information has gone more global, publications have had to grapple with how to reach and act outside of the audiences they're most familiar with. For The Guardian, this meant reshaping themselves for a US market that's unfamiliar with the paper's legacy, and skeptical of outside voices.
We worked with The Guardian's CEO and global editor-in-chief to develop a US-focused strategic point of view, and articulate the brand for an American audience.
After an initial round of stakeholder interviews, we worked with the San Francisco Institute of Art to create a free association map built from photographs and text, drawing surprising connections and freeing us from some of the assumptions we came in with.
At the end of the project, we left The Guardian team with a creative and strategic brand book built from provocations, product truths and new thinking to guide The Guardian's US journalism going forward.
