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A colorful, lively daily newspaper aimed at reluctant newspaper readers


Landmark Communications, circa 2005-2007

My Role

  • Founder
  • Design Director
  • Branding
  • Prototypes
  • Content Strategy
  • Visual Design
  • Typography
  • Logo Design

How might we …

Unique Challenges

No. 1 | Starting a print publication from scratch

Newspapers are complicated to make. They are essentially a manufactured product that is made on a daily basis. Among them:

No. 2 | Reaching a difficult-to-reach demographic

Understand the market

So we did something that newspapers rarely if ever did: Talk to people and listen to their input. We did extensive research – type that might be considered normal these days – into what the target market was into. We did a competitive survey – but not of newspapers. We looked at magazines, websites and alternative sources.

Prototype and iterate

We did multiple prototypes, including one that was printed on a large format printer glued together with a glue stick and held together with binder clips for user testing. What we found was that the user experience of newspapers – headline, photo, story written in the most boring way possible – was fundamentally flawed with this group. The readers we wanted didn’t want that.

Target content

We found that readers actually wanted:

No. 3 | Creating a fresh brand in an industry damaged by decades of stasis

In the news business, your content is your brand. So Link needed to emphatically not be what had come before.

The core Link group did a brand exercise, and landed on several keywords. Among them: “genuine,” “lively” and “active.” Being cool wasn’t our aim. We didn’t want to be Poochie the Dog. Editorial voice was far more key to success than design alone. We focused on how it spoke as well as what it spoke about. Link was:

No. 4 | Setting a world-class standard with a limited staff

Link was meant to be small and scrappy – just 8-10 people – but with large ambitions as a design-forward organization. As such, we had to do much with a small staff.

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