— Identity approached us to overcome a number of issues with their branding. The site was seen to have little variety of content, lack credibility, be too closely tied to News Limited and be biased. So we created an identity that combined classic typography with a multi-coloured ‘viewfinder’ graphic that illustrates the variety of content as well as’s ability to cover every angle of life. 


Agency. GPY&R  
Design Direction. Martin Brown
Design. Bettina Winkler
Client. News Limited