The Wall Street Journal
DISCIPLINE
Identity and Branding
Campaign Creative
Agency
Mother
bringing new impact to the legacy of the Wall street journal to remind new readers that all business is their business.
The Wall Street Journal has long been understood as a business paper for business people. But over the course of its 134 year history, it has grown and evolved with its readers. Today, The Journal represents a new generation of business, emcompassing tech, fashion, culture, and more in its diverse reporting. To raise awareness of this diverse range of content, the Wall Street Journal launched a new platform for their brand, It's Everyone's Business.
The campaign identity revitalized the graphics from the Wall Street Journal, referencing its legacy back to its earliest days. A brightened, expanded color palette bolsters the classic newsprint black and white into a digital-forward era.
The graphics frequently focus on the topical headlines from the paper, drawing connections between the latest news in health, economics, fashion, culture, and more to their readers to show that wherever people are interested, the Wall Street Journal is making it their business.
This includes the Journal's coverage of the 2024 election. The campaign built on "It's Everyone's Business" and drew attention to the critical issues that affect every person in the nation, driving them to get informed and actively participate in the election.
The platform has been finally published as "It's Your Business," appearing in all live media and the campaign with 'everyone's' interchanged with 'yours'.
The Journal's legacy palette, derived from the original colors first printed in the paper, are given new life in vibrant, digital-forward hues and an expanded palette.
Developing the creative work that builds the brands and culture of tomorrow.
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