Elevation takes a new direction with Newsy network branding
The news platform debuted its expansion into OTA broadcast with new branding by Atlanta-based creative company
Atlanta, GA: For the launch of Newsy’s new all-day in-studio over-the-air broadcast, E.W. Scripps turned to Elevation to create new branding that would appeal to a larger audience, while still resonating with Newsy’s dedicated viewer base.
Newsy is a news platform that has been available through multiple streaming platforms, apps, and online. With their expansion to an OTA broadcast, the team at Newsy wanted to refresh their brand and update their look. Newsy’s mission is to elevate the stories of those affected by the news – establishing an emotional link for their viewers with the real people and places at the heart of their coverage. “It was important to us to make sure this balanced, fact-based identity was properly conveyed in their branding, but also that it got the stand-out treatment it deserved,” said Stephanie Carson, Elevation’s Executive Producer.
Elevation’s team started by conducting a thorough analysis of the news landscape to see what’s working in the space and what gaps exist. Through this, they honed in on Newsy’s target viewer, who sits between the old guard media viewer and youth culture targeted news media consumer.
It was equally important for us to define not only what Newsy is, but also what Newsy isn’t...trendy, glossy, or smoke and mirrors,” said Brett Rakestraw, Elevation’s Director of Strategy. “The audience research and brand definition helped us craft a strategy that would drive the design’s direction.”
The artists at Elevation created a design meant to resonate with the target viewer and bolster this definition of the brand. Newsy’s new logo, an “N” nestled between four arrows, resembles a map compass or a legend. “The logo communicates balance, perspective, and revealing the bigger picture: all important tenets of Newsy’s mission,” said Dianne Frisbee, Elevation’s Artistic Director.
The design’s colors also helped further the strategy of the rebrand. “We went with purple for the main color of this design,” said Dianne. “It’s an underutilized color in the news landscape, and it has a symbolic meaning relevant to Newsy’s position in the marketplace. To create purple, you combine red and blue, traditional U.S. political colors. Purple also combines the calm stability of blue and the fierce energy of red.”
Elevation delivered a full network design package, including a new logo, in-studio graphics, monitor fills, lower thirds, transitions, network IDs, specific show graphics and titles, a “Breaking News” package, and social media templates. Newsy’s over-the-air in-studio broadcast launched on October 1, 2021.
About Elevation: Elevation is the creative company based in Atlanta, GA known for crafting beautifully designed solutions and stories for their clients. Specializing in branding, animation, and design, Elevation has been part of the Atlanta entertainment industry for 25 years. https://thisiselevation.com