Euractiv rebrand
Leading the metamorphosis of one of Europe's leading policy media networks - identity, products and place - across 12 languages and 12 capitals.
The brief
EURACTIV had spent years making EU policy legible. But a survey of readers, partners and clients came back with a blunt verdict: the brand needed a metamorphosis. Over six months we rebuilt it - identity, products and place.
A new daily habit
On the product side, the centrepiece was The Brief - a straight-talking, bite-sized and genuinely fun wrap-up of the day's news, launched in September 2016. It quickly became an afternoon fixture in 50,000+ inboxes, praised for its analysis and style by laymen and prime ministers alike.
Closer to client needs
We rolled out clearer, more flexible products: supporters could now align with specific Policy Topics rather than broad sections, raising awareness more efficiently - with editorial work kept firmly independent. A new Brussels office gave us a bigger video studio and events venue.
The narrative behind the logo
People love to call EU policy boring. We beg to differ - and the new identity had to argue the point. EURACTIV was born European; pro-European, not pro-institution. When the institutions get it wrong, we say so. That conviction is what the new logo had to carry.
True to the core
Four values anchored the system: multilingual reporting across 12 languages and 12 capitals; transparency among EU actors; efficiency that saves readers - and the process - time; and fiercely guarded media independence.
Colours & shapes: modern, and still yellow
Yellow has defined EURACTIV since launch, so it stayed - warmed up, easier on the eye, conveying warm relations with “EU Actors”. White became the main supporting colour, standing for transparency and independence. Black carries text; navy blue handles more complex designs. The Star Bubble fuses the EU flag's star with a speech bubble, built on a 72° inclined line that runs through the entire brand.
The result
A cleaner, more elegant, more modern EURACTIV - reaching 1.7 million users a month directly and via media partners, across 12 languages from 12 capitals. The same Yellow Team, sharper than ever.
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