The brand was looking dated, and internally the pressures of navigating the changing media landscape had led to fractured brand architecture and a lack of consistent vision for the future.

The objective was to create a flexible, but consistent, identity system and organize their brand architecture to accommodate their many business areas and bring USA TODAY back to its iconic position in America.

The brief was to recapture the boldness and innovation that drove USA TODAY from the start. The project was all encompassing and included: design and art direction of a new master brand and co-brand identities for USA TODAY, along with brand architecture, Sports and Travel property indents, newspaper re-design, and an advertising campaign across all media platforms.

We started with the logo. The new logo was unanimously selected as the best representation of the pure, straight-to-the-point audaciousness that USA TODAY was built on.

The redesign of the newspaper created an opportunity to re-imagine the content.

The end product is a result of a simplified grid, more hierarchy and an overall better visual experience that drives you to the ecosystem of USA TODAY digital products.

The advertising concept centered on visual storytelling and putting people at the center of the news–literally–by creating human infographics.

The brand elements and custom typeface ensure a strong, recognizable brand across all platforms.

Since the implementation of the redesign, Gannett, the media and marketing company that owns USA TODAY, said that “greater broadcasting and digital ad sales drove its revenue higher, and reported fourth-quarter earnings that topped Wall Street expectations.” Revenue for the company rose 2.2 % in 2012. As the second largest newspaper in the US with 1.8m copies circulating every weekday, 1 in every 7 Americans interacts with USA TODAY on a weekly basis.