Adopting a user-centred design approach to create a modern identity for the citizens of Northern Ireland

Belfast Telegraph


In early 2020, we were engaged by MediaHaus to create a new digital-first, B2C brand identity for the Belfast Telegraph. The aim was to help reposition the paper as Northern Ireland's biggest digital news brand.


The Belfast Telegraph was preparing to move to a new online publishing model informed by new owner MediaHuis. As part of the new strategy, a renewed brand was required to support the change and to fully capitalise on the opportunities it presented. Adopting a user-centred design approach, we set out to create a modern identity for the citizens of Northern Ireland and Telegraph readers, inspired, but not constrained, by the history and essence of the long-established news brand.


After conducting research into current audience perceptions, international best practice and mapping user journeys to identify key brand touchpoints, we began developing a series of concepts. These concepts were used as stimulus in audience testing and those with the most resonance were developed further to demonstrate wider application and implementation. The solution was refined based on evidence from further insights from audiences and stakeholders and completed as a Design System to demonstrate, guide and enable the use of the approved design across all platforms.

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