Background
DNA is an English newspaper launched in 2005. However, because of the dominant players in the category it hadn't been able to make a dent in the marketplace. DNA was seen as a frivolous paper and no one was taking it seriously. The paper was going through a complete revamp editorially and needed an identity and a masthead which captured that. Also it had already gone through an identity change once.
Recommendation
A modern masthead that communicated the disruptive content philosophy of DNA. Yet it needed to move away from it's frivolous image and seen more solid and reliable which is critical for a newspaper. We recommended that it reflected a high degree of brand congruence with the groups recently launched English news channel, WION. Hence we used the colours of WION (grey and yellow) and created a new identity for DNA which was fresh, young and vibrant.
DNA newspaper masthead design
DNA ad campaign phase 2
