The Debrief: Launching an editorial brand in a mobile-first world
To an educated party girl in her early 20s, the world of magazines has failed to keep up and connect. Enter The Debrief, a new digital editorial brand for savvy, urban girls. Frank & funny, aspirational but cultured, The Debrief brings a fresh mix of lifestyle content together for its audience, by its audience.
Gravity Road were brought on to develop a visual identity and launch campaign for The Debrief. The Brief: Defy the conventions of what a female lifestyle editorial brand might be. Bring all the best bits of magazine design & art direction but reframes it for a digitally native brand. Make it live, move and be an active part of the whole brand & editorial experience.
The core idea focuses around the “E”, providing a strong marque that can be carried through all iterations and used as a creative device. The heavy typeface allows for a play with negative space, allowing a framework for the use of photography, animation and block colour. The three horizontal bars evolved into a graphic that censors – and then reveals – key aspects of photography to reveal the true story beneath.