The London Economic
Spreading good news across London
The London Economic is a digital newspaper for the modern Londoner. In a media landscape peppered with fake news, their journalistic integrity needed shouting about, without compromising accessibility and reach.
WHAT WE DID
Brand Strategy, Tone of Voice, Brand Identity, Art Direction, Illustration Style, Merchandise, Social Media Templates, Guidelines.
SENSE AND THE CITY
The ambition was to break out into new cities with their pro-European, pro-business and pro-gressive stance across all social media platforms. Some revelatory strategy workshops and brand discovery later, we developed their new ‘City Sense’ positioning; arming the TLE brand with a consistent tone of voice, whilst still embracing a wider lens of city life.
THE LONDON EYE
To be the eyes and ears of a true metropolitan mindset - one that captures the diversity and energy of our capital city - London Economic needed a brand that set them in stone as the authority on written, spoken and video content. We devised a logo mark featuring an all-seeing eye, made up of a quotation mark and open bracket, to reflect the transparency of their journalism. The stacked wordmark stands proud alongside - a bold, mast head look inspired by traditional newspapers.
READ ALL ABOUT IT
To strike the perfect balance between expressive and sophisticated, a bit like TLE’s left-leaning audience, we created a tonal colour palette accented by a bold illustration style. The result? A distinct style and visual identity to stand the test of time - elevating campaigns, featured content, and London Economic’s role in the lives of Londoners.