Overview

How do you create clarity for a fast-growing media company with multiple brands, audiences and ambitions? Our answer was Caliber, a new parent brand designed to unite The News Movement, The Recount, Capsule and The Collective under one clear and credible identity. Caliber signals trust, rigour and quality while providing the flexibility to support future growth.

The Brief

The News Movement began as an antidote to traditional media, redefining news for a social-first generation. As it expanded into politics with The Recount and women’s lifestyle and fashion with Capsule, the group’s structure became increasingly complex. Audiences, clients and employees struggled to understand how the brands connected. A unifying company brand was needed to bring coherence, purpose and long-term credibility to the portfolio.

Through stakeholder interviews, audience research and market analysis, we identified a shared belief running through the business: today’s audiences are underserved, overwhelmed and disillusioned with traditional media. Our task was to create a brand that reconnected with them by combining cultural relevance with journalistic integrity.

The Outcome

We developed the name and brand strategy for Caliber, built around the proposition “Journalism that moves, at the speed of culture.” It captures the balance between urgency and accuracy, energy and rigour.

Creatively, Caliber cuts through the noise. The identity centres on the lens as a metaphor for editorial focus, pulling what matters into sharp clarity while letting distractions fade. The aperture dial became the foundation for the mark, a symbol of precision and control. Layered typography and shifting-focus imagery reflect the process of shaping stories with integrity. Clean, architectural layouts bring authority to corporate communications, while textured treatments capture the pace and pulse of culture.

The result is a living brand built to move with the news cycle, evolve with its audiences and sharpen meaning wherever it appears.