ABOUT

News UK – or as it had previously been known, News International – had undergone a difficult time in recent memory, and staff were leaving, often for the perceived sunnier climes of the tech media world – Facebook, Google and Twitter

Our brief – how could we turn that around?

Based on the core values of the business – be bold, ambitious, collaborative, supportive and use fresh thinking – Whistlejacket and News UK developed a new expression of Purpose – “passionately securing the future of professional journalism”; and an outward expression of that Purpose – Home of the Bold and the Brave.

We then introduced a design concept to their News UK office development in Borough to bring “The Home of the Bold and the Brave” to life. “The power of the individual” focuses on people, both past and present, who capture the spirit of ‘Bold & Brave’ and have links to the newspapers. From Ian Fleming to Ernest Shackleton, James Morris and the conquest of Everest to Help for Heroes volunteers.

The idea was then taken forward through numerous channels and work streams. When News UK sponsored events like Advertising Week London, they took the Bold Be Brave theme and turned it into the calling card for the event - seeing our work in 40 foot high graphics across Piccadilly was quite the moment. And they renamed their annual staff awards 'The Bold & Brave' Awards to signify the behaviour they were looking to reward.