News Corp Australia, a behemoth of a brand, was slowly transitioning to the digital age. There was an overwhelming need to update the companies visual language, that was still embedded in its printing origins, bringing it into the future present.
We developed a mnemonic to appear at the opening and closing of podcast and youtube video assets. The production was based in the refraction properties of glass and the interplay of light. Light being the common denominator of all film and glass in the lens of the camera (both stills and motion) being an essential tool in the making of all News stories. This, coupled with the fact that News brings stories to life through a lens that spotlights different topics, issues and events of the day. The vision worked in tandem with a sonic branding device utilising 3/4 melody that has a comforting, pleasing familiar piano and marimba introduction and resolves with a contemporary bold string cadence of confidence. The overall result is a metaphor for innovation and the digital age.