Tortoise Media
Rebranding the slow news movement: News today has become overwhelming noise, inundating us with information. Tortoise, with its slogan "slow down, wise up," serves as a newsroom that promotes a more thoughtful approach compared to traditional media. Initially, branding was essential for launching a crowdfunding campaign, which turned out to be the most successful journalism project on Kickstarter. Through workshops with Tortoise's founders, we identified a niche for the brand to occupy. It was crucial for Tortoise to come across as approachable and genuine while also being seen as a credible and critical voice. To resonate with its discerning audience, the design had to be intelligent and reflect the unique character of its name. Our solution featured a minimalist yet playful logotype, a striking color palette, and typography designed for both digital and print formats. This provided Tortoise with the necessary tools to carve out a new voice in the news sector. Services offered: Creative direction and brand identity.
