POLITICO

As the 2024 elections approached, POLITICO, a leader in political journalism, embarked on a major rebranding initiative known as “One POLITICO.” This strategy aimed to unify its U.S. and European operations under a single global brand while strengthening its employer brand to attract top talent in a highly competitive media landscape.

POLITICO needed a brand that reinforced its authority in political journalism while seamlessly integrating its regional identities. Partnering with WANT Branding, we conducted in-depth discovery, interviewing 17 executives across both regions and analyzing the competitive landscape. This research uncovered an opportunity to position POLITICO as a global political news powerhouse.

We crafted the brand positioning “The Conversation That Matters” to highlight POLITICO’s role in shaping critical political discourse worldwide. For employer branding, we worked with seven internal culture champion groups, leading to the positioning “Great Journalism. Great People.”—a message that spoke to both current and prospective talent by emphasizing POLITICO’s commitment to excellence in reporting and team development.

Visually, we evolved the brand to create a singular, recognizable identity. We unified regional brand elements, establishing a consistent POLITICO red and refreshing the logo to balance heritage with ambition. New typography and comprehensive brand guidelines ensured a cohesive identity across all platforms.