Overview

As News Corp Australia continued its transition into the digital age, it became clear that its visual language needed to evolve. Still largely grounded in its print legacy, the brand required a refreshed identity that reflected its modern, digital-first direction.

We were engaged to create a mnemonic for use at the beginning and end of podcast and YouTube content, a new digital signature for the brand. The visual concept was inspired by the refractive properties of glass and the behaviour of light, referencing the core tools of storytelling: the lens, light, and perspective. Just as News Corp sheds light on the issues shaping our world, the mnemonic became a metaphor for clarity, focus and transformation.

This was paired with a distinctive sonic branding device. Set in 3/4 time, the sound opened with a warm, familiar piano and marimba motif, resolving in a bold string cadence to convey confidence and forward momentum.

Together, the visual and sonic elements delivered a modern, cohesive brand signature – a subtle but powerful reflection of News Corp Australia’s digital evolution.