TEGNA

Media that matters

Creating a post-spinoff brand focused on digital media innovation

Issue

In 2015, Gannett, one of the largest newspaper publishers in the United States, decided to separate into two individual companies, spinning off its digital and broadcast divisions to simplify and codify its position as a print publisher. A complicated undertaking unto itself, Gannett engaged us to help create an identity for a new entity that would not only carry on the prowess, heritage and quality attributed to Gannett, but that would quickly establish itself as its own force in the marketplace.

Insight

We concluded that a new name and visual identity would speak to Gannett’s rich history while simultaneously signifying a forward-looking approach to the new entity. Furthermore, the birth of a newer, standalone brand focused on digital media innovation would create unique brand-led experiences for all stakeholders, and we would need a variety of resources and guidelines to activate the new company.

Answer

Our expert naming team worked quickly and nimbly to develop a name that spoke to Gannett’s rich history while simultaneously signifying a forward-looking approach to the new entity. We landed on TEGNA, a name derived from the letters within Gannett itself. With a new name in place, we developed an identity to match and a transition kit for all internal stakeholders. These kits included brand guidelines and information to help employees understand the sea changes. We also worked with TEGNA on an implementation plan covering everything from physical to digital: outfitting their offices with new environmental designs and signage and ultimately creating a new digital presence for the company, solidifying its independent identity.