Highlighting the papers new direction of color images and expanded editorial focus, the team came up with a visual language meant to strike a chord with lovers of newspapers.
I like the spot because I don’t think about Rupe when I see it. I think about how much I like newspapers, including The Wall Street Journal.
Juliet Rios, co-founder and partner of The Wilderness said, “It’s tricky when you consider using only type and stills. And, if you are going to use stills, do you use a lot or a few? We decided that we weren’t going to apologize for using stills but rather would play to their strength and to their relation to the newspaper format, even to selecting a background texture to simulate the look of ink on newsprint.”