As part of a repositioning effort by O Jornal Económico (JE), we started this project by working on the branding to modernize it and consolidate its purpose as a key player in Portugal's economic information landscape.
Based in information accuracy, we developed a convergent concept that adapts to readers' needs across different information access platforms, and we built an experience that enhances the digital content offering.
As a result of strategic brand and technology sessions, the new website incorporated best practices in accessing digital content and the latest reader experience technology.
The new editorial strategy involved a reorganization of existing information and a stronger focus on topics such as sustainability, culture, and lifestyle. The multimedia offering was expanded with more video programs on JE TV, along with new podcasts. In addition to the editorial project, the JE Brand Channel (formerly JE Editors) has emerged to give companies the opportunity to communicate their brands and projects more effectively and in a differentiated way through storytelling.
With strengthened branded content capabilities, the JE Brand Channel combines JE's information accuracy with the creativity that adds value to brands, providing greater visibility and public recognition.
A seamless transition that revamped JE without losing its main historic quality: trustfulness. That’s why we finished our work by launching JE’s campaign assuming “Jornal Económico didn’t change, it transformed itself”.