Creative strategy and embedding
value into The Saturday Paper’s proposed digital transition.
Who is telling us the ‘whole story’?
Client: The Saturday Paper
Facilitator: Ziga Testen
My Role: Lead Strategist, Researcher & Project Management
Collaborators: George Thomas (Lead Designer), Jarred LaBrooy (Designer) & Zaib Shaheen (Creative Director)
The refresh is designed to bring focus back onto the author, the new user journey highlights the voice behind the stories giving the readers the opportunity to choose the voice they trust.
Love, Nana
Before getting into the nitty-gritties of the project, allow me to introduce to you our first campaign strategy that revolved around how would we attract new audiences by showcasing a strong foundation of trust that the brand will sit on.
‘Love Nana’ is a short video with a message that reinforces the idea that The Saturday Paper, employs the country’s best writers whose expertise and voice can be trusted while also giving the readers an opportunity to follow their rationale and methods behind reporting.
Our design solution:
A refresh of The Saturday Paper website.
Prototype Link: The Saturday Paper
A Newsroom Widget is proposed to show how the story is developed in the form of the author’s methods, thoughts, personal comment and insights. The reader is now given the means to make connections of their own because not knowing enough is not good enough anymore.
Campaign Launch:
Next Project
The [W]hole Story
This campaign video takes inspiration from previous The Saturday Paper campaigns and their unique messaging of humour through comparison.
‘The [W]hole Story’ highlights the fact that The Saturday Paper understands how essential a well informed public is. This ties back to our impact goal of ‘not knowing enough isn’t good enough’, and that the Saturday Paper provides:
In-depth analysis, sharp commentary and most important, the whole story.
Again speaking to the fact that The Saturday Paper is a paper you can trust.