The Age
Starting conversations
Back when The Age was a broadsheet, I was part of a major rebrand for the newspaper.
The research said readers didn’t want to be told what to think on issues, they wanted broad coverage so they could make up their own minds.
The paper responded and our job was to rebuild the brand around the commitment to print multiple perspectives on issues.
The campaign along with my tagline, Everyone sees things differently, helped reposition the paper as a home for independent thinkers and respectful, informed debate.
Risking cries of sacrilege, the client allowed us to reimagine the paper’s masthead for the campaign. Using the iconic design as a template for our headlines, we replaced The and Age with two words that offered a take on a contentious issue being covered in the paper.
This template, along with the use of powerful photojournalism, enabled us to quickly turn around new ads to cover the latest issues.