An ongoing series of campaign headlines and short promotional copy for the Irish Independent (more familiarly the ‘Indo’). We were brought in by editorial design guru Mark Porter following the introduction of a new masterbrand, as the Indo evolved from a disparate group of newspapers, websites and apps into a single multi-platform news brand. The new tone of voice is playful and colourful, complementing the new look and feel, which includes charming line drawings by illustrator Andy Goodman. In the first quarter after launch, the Indo’s new branding system saw awareness outmatching the Indo's primary competitor RTÉ (The Irish state TV network) for the very first time.