The Sun: Brand Book
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.
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).
Unfortunately, after an initially positive reception, the new strategy was ignored.
The Sun remains one of the UK's most reviled tabloid papers.