THE CHALLENGE:
Develop branding for a multi-channel property for breaking mergers & acquisitions news catering to the C-suite.
DealBook is a financial news service reporting on mergers, acquisitions, venture capital and hedge funds produced by The New York Times. The new venture from The New York Times was created about deals and those who make and break them. New York Times financial guru Andrew Ross Sorkin’s was seeking a rebrand as the services and expertise were expanding into other ventures associated with DealBook.
The original brand lacked any brand presence and authority within the financial segment.
Original Branding
THE APPROACH:
Develop a bold simplicity and clarified architecture aligns with the evolving Times vernacular and keeps DealBook nimble allowing it to cross platforms seamlessly.
THE SOLUTION:
The branding needed to feel relevant, nimble, and work within the evolving Times’ vernacular. Strategically we avoided clichés like graph arrows, currency symbols, bulls and bears as the audience is inundated with those concepts daily.
To a degree, we simply needed to reinforce what readers already knew, that any word can move the needle. We focused the apex of the brand solution on the business dealing of percentages.
Once the typeface for the logo was in place, we worked with famed typographer Matthew Carter to develop and create a custom font for Dealbook.
A bold simplicity and clarified architecture aligns with the evolving Times vernacular and keeps DealBook nimble allowing it to cross platforms seamlessly.
As DealBook already had a loyal following, 160,000 subscribe to the daily newsletter alone The content is the hero, reinforcing what most readers already know, that any word printed can move the market.
DEALBOOK COLUMN ICONS:
ECONOMIC FORUM ICONS:
"Traffic to DealBook is up 50% since the redesign."
Andrew Ross Sorkin
THE RESULTS:
The relaunch made headlines across the business world, with coverage by CNBC, Bloomberg, and The London Telegraph.
At launch, a bump in 2.5 million unique visitors per month with 250,000 subscribers and counting.