EL PERIODICO
RELAUNCHING A NATIONAL
NEWSPAPER IN SPAIN
I had the opportunity to work on the relaunch of one of the most important newspapers in the country. Our main objective was to relaunch the El Periodico brand by reinforcing its brand positioning and creating a unique visual code for its communication.
We faced a great challenge: we wanted to transmit the same idea to two different generations, Boomers and Millenials. We worked to find the essence of the newspaper and create a community around it.
We realised that living in an era of information overload and fake news, our audiences need direct and clear messages which give them context so they can understand what’s really happening in the world. In the press, length and density have always been associated with rigor and depth. And this is not always so. When good journalism synthesizes it presents the facts in all their simplicity and forcefulness. And that is within the reach of a few.
That is why we believed El Periódico should be proud of their direct and clear style. That was the essence of the brand. That’s how we created the creative concept: “Entender +” - “Understand more”. We were encouraging our readers to ignore less, assume less, say less, even read less but always, understand more.
We faced a great challenge: we wanted to transmit the same idea to two different generations, Boomers and Millenials. We worked to find the essence of the newspaper and create a community around it.
We realised that living in an era of information overload and fake news, our audiences need direct and clear messages which give them context so they can understand what’s really happening in the world. In the press, length and density have always been associated with rigor and depth. And this is not always so. When good journalism synthesizes it presents the facts in all their simplicity and forcefulness. And that is within the reach of a few.
That is why we believed El Periódico should be proud of their direct and clear style. That was the essence of the brand. That’s how we created the creative concept: “Entender +” - “Understand more”. We were encouraging our readers to ignore less, assume less, say less, even read less but always, understand more.
CLIENT: EL PERIÓDICO
AGENCY: JAZZ / Claxon