POLITICO Brand Unification by WANT Branding

As a titan in political journalism, POLITICO has established itself as an indispensable source for insights on politics and power. Founded in 2007, the organization quickly revolutionized political reporting with its insider coverage and rapid-fire analysis of Washington politics. Following this success, POLITICO expanded to Europe in 2015, developing a parallel but distinct brand identity. As the consequential 2024 elections approached, leadership recognized an opportunity to amplify their influence by uniting their journalistic powerhouses under a cohesive global identity, while simultaneously addressing the intensifying competition for media talent.

POLITICO initiated 'One POLITICO', a transformative rebranding journey designed to seamlessly integrate its U.S. and European operations under a singular, global brand identity. Simultaneously, the initiative aimed to establish a compelling employer brand, positioning POLITICO as a magnet for top-tier talent in an increasingly competitive media landscape. Working with WANT Branding, POLITICO set out to create a strong, unified brand reinforcing its place as the dominant journalistic voice for people in politics and power.
Our process began with a comprehensive discovery phase, conducting extensive interviews with 17 executives across both regions while performing competitive market analysis to identify unique opportunities for growth. This strategic groundwork yielded 'The Conversation That Matters', a brand positioning that perfectly encapsulated POLITICO's journalistic ethos while acknowledging regional nuances.
For the employer brand, we engaged seven internal culture champion groups to gain authentic insights into POLITICO's workplace dynamics. While competitors concentrated narrowly on recruitment, we identified a distinctive opportunity to embrace both current and prospective team members. This approach led to 'Great Journalism. Great People.' – a positioning that captured POLITICO's dual commitment to excellence in reporting and investment in its people.
The visual evolution required careful consideration of heritage and future ambitions. We unified the different shades of red previously used by U.S. and European divisions into a cohesive POLITICO red. A refreshed logo and modern typography complemented this unified identity, while comprehensive brand guidelines ensured consistent application across all platforms. Through this work, POLITICO emerged with a powerful global voice, ready to lead political discourse across continents while attracting and retaining journalism's brightest talents.

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