Harriet Cann

The Wall Street Journal

'It's Your Business' Brand Campaign

 

The Wall Street Journal wanted to expand its core audience to encompass readers with interests beyond business. The team at Mother London and Mother New York developed a brand platform 'It's Your Business' to showcase the impact its journalism has on people's everyday lives. 

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The design language took a bold typographic approach to draw focus to the WSJ headlines. A new vivid colour palette was introduced to allow the creative to sing in its out of home application.  

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I developed a motion design system that would complement the static executions and showcase the breadth of WSJ's content with a vibrancy and energy designed to capture people's attention. The motion was tailored to each screening location. One style was developed for placements with low dwell time such as screens on top of New York taxi cabs, and another for placements with a higher dwell time such as train stations. 

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The motion references the legacy of the brand with influences taken from the newspaper rotary printing press, with a nod to contemporary forms of media consumption. 

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