BRIEF:
There were four parts to this brief:
1. Create a brand idea that repositions The Daily Mirror beyond the tabloid. Keep It simple.
2. Create a new masthead logo that works across all platforms.
3. Re-design the front cover for print, app and web.
4. Create a brand launch campaign
CONCEPT:
My concept was to keep it simple, make it personal and completely change the way you perceive a newspaper. I came up with the line “At Your Fingertips” which summed all this up in one.
The use of the words “Your fingertips” create a personal feel and almost suggests that you are in control.
By keeping it playful and not serious allowed me to make all the aspects of the brief fun and different
SOLUTION:
I started with the front covers and stripped them right down to basics by using colour and typography only. The idea behind this is that while pictures do attract people colour can be just as effective. If you really want to read the story you’ll find it inside the paper which includes the pictures. It hits you with the important information first.
The typographical element runs through the apps and website design also.
When it came to the campaign I wanted to keep it mainly print based as even though it annoys people when you get given flyers in the street it’s also personal and you have your own hard copy this runs alongside the poster series.
These are the front covers. The simple typography gives you want you need to know rather than distracting with alot of information. The colours are to help navigate around the paper.
Inside I wanted the Images to be the main focal points. This alongside the colour strips make navigation easy and allows the reader to easily pick and choose rather than having to search for the story.
The colour co-ordination and simplicity runs throughout the digital side of the paper. Everything is easy to spot and all the main pages are there at the touch of a button.
The posters are also stripped right back with just a picture as the main attraction. This allows people to create their own story in their minds and can be surprised by what they read when they buy the paper. I used the words “Pick Up,” “ Download,” and “Log On” on these to promote the actual doing of the concept.
These flyers are not just normal flyers they have thermochromic paint on the backs. Thermochromic paint reacts to heat above 30'c. So you create your own mark by touch. Giving off the effect that the news is literally at your fingerprints.
This basically acts as a digital poster. I created it to promote the product via the internet using social medias, email and adverts.
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