THE WASHINGTON POST
The Washington Post has a long history of digging out the stories power tries to bury: Watergate, Wikileaks, Russian collusion. The paper has done very little brand work apart from unveiling the compelling tagline Democracy Dies in Darkness in 2017 with no accompanying campaign but this explanation.
This work uses the central claim that other newspapers cover stories, but the Post uncovers them. The visual design evokes a flashlight peering into the darkness. It also led to our Ogilvy team winning the pitch for their business.
Story time: If you ever need some kickass energy on the power of journalism, just google former Washington Post editor Marty Baron.
