Nope. Newspapers are still kickin’. Back when all things digital and 24-hour cable news started to explode the old mediaverse, Calgary’s leading newspaper saw the writing on the you-know-what.
They needed to reposition the daily paper as an essential element of your daily life. So we did just that. With a simple bold design, a clear message, “Your paper. Your life.” and some bracing wit, “The truth shall set you back about a dollar.” It coincided with an aggressive strategy to make the daily paper more relevant, informative and entertaining.