New Page – a window to the world
Rebrand South China Morning Post (SCMP) to transform the 114-year-old newspaper into a global digital media corporation.
PROJECT DETAILS
South China Morning Post embarked on a rebranding project aimed at reinvigorating its identity and positioning itself as a leading global digital media corporation. The rebranding effort focused on preserving the heritage of world-class journalism while embracing modern digital media trends.
SOLUTION
The rebranding strategy included:
- Logo and masthead: Introducing a strong masthead that sits above a clean and bold presentation of news. The return to serif headlines roots the design in the tradition and heritage of SCMP’s world-class journalism.
- Marketing and Rebranding Campaigns: Launching comprehensive marketing and rebranding campaigns both in the city and on online platforms to reach a wider audience and highlight the newspaper’s transformation.
DELIVERABLES
- Outdoor Billboards: Designing striking outdoor billboards to capture public attention and convey the new brand identity.
Premium Items: Creating premium branded items to reinforce the new identity and offer tangible connections to the SCMP brand. - Animated Web Banners: Developing engaging animated web banners to enhance the online presence and support digital marketing efforts.
CHALLENGES
- Balancing Heritage and Modernity: Ensuring the new design honours SCMP’s rich history while presenting a contemporary and innovative digital presence.
- Consistent Brand Messaging: Maintaining a consistent brand message across various platforms and mediums to effectively communicate the rebranding.
CLIENT
South China Morning Post
