Sudinfo
Faced with the new and changing ways in which we consume information, the Sudpresse Group decided to strengthen its position as a vital media outlet. As the no. 1 player in Belgium's French-speaking press, Sudpresse now hopes to lead the way in digital information media, while promoting its historical achievements as a local and accessible brand. In a rapidly changing market, Sudpresse not only faced an issue of brand strategy, but one of existing brands that, though well-known, were not meeting digital standards. With information becoming digitalised at breakneck speed, major names in the press and media are being forced to completely rethink their approach to branding and identity.
Challenge
Creating a new, more modern and dynamic type of brand; one that can respond to the challenges of digitalisation while capitalising on the strengths of the various existing publications. Developing brand strategy as a means of supporting the Group's growth through its digital transformation. Breathing life into the brand's culture, to make sure employees realise that the Group's values and purpose must be the basis of all strategic thinking and operational decisions. Positioning the Sudpresse Group as a media player in the broadest sense of the term; no longer focused solely on the written press.
Solution
Placing Sudinfo at the heart of brand strategy, as the new driver of the Group and its publications. Sudinfo thereby becomes a signature to indicate the various media outlets' membership in the Group. So they feed into a global strategy, while promoting local roots. Sudinfo is a new generation of brand, redesigned to perfectly adapt to digital challenges. It is carefully configured to help structure the interfaces of all Group platforms, both in digital and print media. Ultimately, this solution breaks with the conventions of the traditional written press using a global, strong, modern, digital and dynamic visual identity that goes well beyond a simple logo. The Sudpresse Group becomes Sudmedia Group, a name change designed to embrace a wider scope of activities and align with a new reality.
Incarnated information.
To carry out our strategic design approach, it was essential to start by taking the time to think about the Group's positioning. By basing our work on well-established roots, we were able to achieve a strong identity. This helped to us to bring to light the purpose and philosophy of this popular, friendly, profoundly useful, ambitious and dynamic group: "Information epitomised". A purpose that can also be summed in a powerful and evocative concept: "Reader, writer... writer, reader. We are our readership".
