USA Today: Reimagining a news pioneer

This case study describes how newspaper USA Today underwent a redesign to make it stand out amidst a sea of competitors.

USA Today: Reimagining a news pioneer

Wolff Olins New York

What were the objectives for the creative work?

USA TODAY wanted to reclaim its position as a news pioneer and compelling storyteller. We helped Gannett's flagship media brand realize this goal with a three-tiered plan that modernized the brand architecture, invigorated the visual design and reached distinct audience of consumers, shareholders and marketing partners through an integrated advertising plan that incorporated playful visuals—live, human infographics—to place people at the heart of the news brand.

When USA Today's colorful, modular pages first hit stands in 1982, the art of true-storytelling was...

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