CASE STUDY
 

DEFINE THE VOICE

A politically-charged manifesto for HuffPost

 
 

 

PROBLEM:

“Our real role is to stand up for the little guy. To represent people who feel like they don’t have a voice. We are here to listen and amplify their voices. The country is more divided in some ways than it has ever been. But it’s a strange non-partisan divide.”     —Lydia Polgreen, Editor-in-Chief

With the appointment of their new editor-in-chief and with launch of their new brand identity (our full case study here), HuffPost needed to help define and empower their brand voice and to speak not just to left-leaning partisans, but to the people on the other side of the aisle as well, and most urgently to stand up for the disenfranchised. 

 
 

 

INSIGHT:

We wanted them to launch loudly and cleanly, to own a point of view that heads boldly into the heart of conflict, and opens it up to examination that cuts across the political spectrum.

 
 
 
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BRAND MANIFESTO

Complementing the louder and larger brand and working from the mother brand brief structure: verb, the, interesting noun, we gave HuffPost full permission to be wide-reaching and powerful.