The Newspaper Marketing Agency, under the leadership of newly appointed CEO Rufus Olins, recognised the need for a contemporary brand identity that accurately reflected the evolving landscape of the news market and the interests of its key stakeholders – the UK’s national news publishers. With the industry shifting from a primarily print-focused model to a multi-platform approach, a significant rebranding initiative was essential.
Having conducted a thorough analysis of the current market and identifying trends in news consumption and the digital transformation affecting publishers, I collaborated closely with the in-house design team and key stakeholders to develop a new name and ultimately a new visual identity. The name NewsWorks was chosen to signify collaboration and innovation within the news industry, capturing the essence of the agency’s mission.
We created a modern logo and visual elements that reflected the dynamism of the news sector, combined with a colour palette and typography that conveyed professionalism and approachability for both publishers and consumers. We established a detailed rollout plan that included timelines, deliverables, and responsibilities, allowing this comprehensive rebrand to be implemented across all communication channels within the tight eight-week deadline, demonstrating effective project management and collaboration.
The rebranding of the Newspaper Marketing Agency to NewsWorks demonstrates the power of strategic design in responding effectively to market changes.
Client: NewsWorks; Designers: Tom Gaul and Denise Kelly.
