The quick and dirty

Upon experiencing a recent explosion in readership, the founding team felt it was high time for a rebrand. After spent years improving their content and they finally found their voice. The clipart logo however said otherwise. That was also the extent of the assets I had to work with.

I recognized the need to first and foremost define core values for they would serve as the guiding light in the process:

• Controlled Context: “we write stories using multiple, reputable sources to bring context and make even the most complex subjects simple to understand

• News Wellness: a term we coined, we prioritize healthful news reading experiences, whether that's how we write, organize, or design

• A Move to Action: we weave in meaningful and low effort ways readers can actively participate in the issues discussed

• Sustainable Growth: we strive to meet four bottom lines: people, planet, purpose, and profit. Our growth is rooted in sustainable practices and a commitment to our reader experience

Results

📈 Readership growth with much fanfare

💸 Acquisition by Zette