Are We Europe: Brand Identity

As a rapidly growing journalistic brand, Are We Europe had a huge opportunity to improve the media industry through better storytelling. Their team believes that the best way to truly liberate media organizations is to pioneer a new creative model. With so many editorial options already out there, why would readers be motivated to become members, and what would they expect from such a radical online publication?

Before launching a new website to grow their base of stable members, it was necessary to define and better use one unified brand voice. With disparate content across different channels, would one reader know it all came from the same brand? Such inconsistent brand experience is common as an organization grows, and is often exacerbated as external entities such as freelancers and agencies get thrown into the brand’s content-creation mix.

The development of a consistent brand voice and vocabulary was essential to implementing localized content and intelligent content strategies effectively. Through a series of full-day workshops, I worked closely with the AWE team to define a unique and memorable brand identity, helping them to remain ad-free, critical, independent and AWEsome.