In developing a perception-shifting editorial brand, contemporary art direction was a key tool in our arsenal. We worked with leading photographers and illustrators to establish a distinct imagery treatment, including a spot illustration style that would surprise and delight the typical PwC audience.
- Art Direction
PricewaterhouseCoopers Australia came to us with a vision to create a newspaper and media suite that would disrupt the traditional view of their business. PwC was commonly seen as a tax and auditing firm, and the breadth of their expertise and services across cutting-edge strategy was being lost. We were tasked to create an editorial brand and design a publication that would change PwC’s brand perception, empowering staff, stakeholders and clients to champion them as a strategic consulting business across a wide range of specialisations.
Working closely with The Press editorial and production team, we handled naming, art direction, and publication design across all 6 editions. With a circulation of 80,000 newspapers per year, and distribution that included Qantas Lounges, The Press newspaper exceeded expectations in staff, client and community engagement, giving PwC the shift in brand perception they were seeking.