Traditional newspapers are facing a harsh reality. Information is available everywhere. Google and Facebook are providing a reach news media can only dream of. The business model of giving away digital content for free is broken. Print and distribution costs are increasing as volumes go down.
Unbiased and in-depth truths however, are hard to come by. And independent newspapers have an important role to play in a democratic society.
In a co-creative process we shaped the new GP brand strategy and experience around quality journalism, pride and a new business model. A strong purpose united the organisation and a completely redesigned customer experience provided new value for readers everywhere.
Digital product design