Informed

A new brand and refreshed digital experience for a disruptive news curation platform

Informed app icon and logotype alongside an image of a hand holding an iPhone with the informed app open

The news, curated.

Quality journalism is vital for understanding and navigating the world. However the landscape is becoming increasingly difficult to navigate, and often leaves consumers overwhelmed or left in the dark. Informed tackles this issue through the process of human and personalised curation. Everyday their team of editors and experts read hundreds of articles from leading publishers, selecting and suggesting only the best, so their readers are well-informed and can build rounded opinions on global topics, without fear of getting trapped in the algorithms.

Working closely with informed, we refreshed their visual identity and developed a robust brand system, built upon the underlying theme of ‘curation’.

Crop of iPhone home screen set against a green background with the informed app icon in focus

With the app being the primary touchpoint with the brand, we made sure that brand and product design were developed as part of the same iterative process.

Abstracted news headline UI, showcasing the layering system

At the core of the brand is a system inspired by newsstands. Flexible and dynamic, it is used to varying degrees throughout the entire brand and product experience to elevate and organise content, while providing a visual guide for users.

A vibrant colour system reflective of informed’s ambition ensures every article gets the attention it deserves, while highlighting the core topic underlying articles and deep dives.

Overview of custom iconography drawn for the Informed app
Detail view of extracted audio player UI

Leveraging Figma components, we built a system comprised of multiple templates with variants, enabling informed’s social media team to consistently create engaging content on the fly.

Photo of three in-situ digital posters used for the 2022 launch campaign
Multiple pages from the Informed brand guidelines document arranged in a grid