In a world of instant news delivered digitally at little or no cost, the traditional newspaper has suffered the unavoidable consequences of a long and perilous circulation downslide, forcing one of society's most influential industries to adapt or die.

Shift the Pulitzer-prize winning Miami Herald from a traditional newspaper publisher to a modern media organization with a focus on instant, digitally delivered news and content to complement print; and to engage today's younger news and information consumers.

With the fresh creation of its modern "world focus" (Circle H) icon and new corporate identity system, Just South of Madison successfully re-launched The Miami Herald’s brand image to reflect its new strategy, creating a contemporary look to appeal to younger constituents. This highly successful launch campaign was carried on billboards, at newsstands, across signage, delivery vehicles, print advertising and of course computer screens. 

Today, the Miami Herald is read daily by millions on mobile devices, instantly connecting the brand to consumers of all ages.

Featured above are examples of contemporary imagery developed by Just South of Madison. Featured left is the new visual identity and tag line we developed as part of the program.