The Wisconsin State Journal is Madison's leading newspaper and online news source. But prior to this award-winning campaign, the content of the newspaper was seen as rather vanilla.
In 2004, the newspaper hired a new editor who shifted the newspaper content and personality to what my brand development process boiled down to "Warm. Smart. Funny."
After leading the brand process, I wrote the creative briefs for my team of writers and designers that led to this campaign.
Campaign elements included: billboards, print ads, radio ads, television ads, online ads, and kiosk signage.
This campaign artwork appeared on the cover of the International Newspaper Marketing Association's annual book and was consequently imitated by newspapers around the world.
This artwork appeared without the headline or paper logo and was the first billboard to appear in the City of Madison that had no copy or advertiser logo.
Reinforces the tie between morning and a new edition of the paper.
Holiday artwork for Valentine's Day.
Used Badger red and the UW-Madison fight song title to highlight the paper's UW sports coverage.
Horizontal banner ad for local online advertising.
Veritical banner for local online advertising.