The Mission
Target misinformation & polarisation, whilst engaging a younger audience in the news cycle.
The Solution
A documentary platform, focussing on social issues, geopolitics & current affairs. The platform took the form of a website and app whilst also creating an engaging social feed to drive traffic towards both
Designed with the shifting landscape of news consumption in mind, the platform mirrors the familiar, scrollable format of TikTok and Instagram Reels.
However, one major way the delivery needed to differ to these platforms was to ensure the algorithm worked in entirely the opposite way to avoid entrenching positions - purposely alternating between different perspectives, rather than pushing similar content that further entrenches viewpoints. This helps to fulfil the purpose of the project by encouraging users to escape the echo chamber of their social media feeds and view the same topic from multiple angles; showcasing how opinions are shaped across the political spectrum and beyond borders.
Viewing contrasting reports on the same subject, helps us understand that not everything is black and white, and that we often need to take what we hear with a pinch of salt - but to ensure visitor’s aren’t drawn in by false claims; a live fact checker was built into the the streaming section, alerting viewers to false claims and biased reporting.
The Branding
To make a start with the branding, I created a logotype inspired by newspaper mastheads combined with an adaptable icon taking the form of a pair of glasses; a tool designed to provide a clearer view, with different coloured irises representing the intake of alternate views.
My instinct was that the branding should be vibrant and eye-catching in comparison to other news outlets to entice in the target demographic; using vibrant shades of blue, green and yellow. Blue and green being drawn from the colours of the Earth to represent the worldwide origin of the information sources, with highlights of yellow representing the sun; a symbol of truth in many cultures.
Whilst it was important to create a vibrant identity that would clearly stand out from the competition; the brand needed to appear trustworthy; so I combined the more vibrant elements with a more formal serif typeface and ensured all info was displayed in a uniform grid.
The Campaign
Throughout the promotional campaign the primary messaging was delivered through vague taglines to provide a sense of intrigue; prompting readers to visit the platform or their preferred social channel to find out more.
It was key that all promo would project a sense of optimism and aspiration throughout rather than focussing on the fairly heavy subject matter on offer to give the feeling that The Lens is more than just a news source; it’s a place you go to escape your echo chamber and see the world through fresh eyes, stay in the loop and adjust to a more balanced way of thinking.
