After creating a new brand strategy for The Sun, we designed a brand book for their staff and agencies, to help their staff and agencies speak with one, positive voice.

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The new brand strategy was designed around helping their readers navigate the issues of everyday life, and use their impressive reach to punch up (shine a spotlight on public figures doing questionable things) not punch down (run a feature on a much-loved B-list celeb struggling with addiction).

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Unfortunately, after an initially positive reception, the new strategy was ignored.

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The Sun remains one of the UK's most reviled tabloid papers.