The Atlanta Journal-Constitution

A strategic rebrand and “Press On” campaign sets major American journalism organization on growth path.

Changing minds

The “Press On” campaign, a product of Ideabar’s focused brand strategy, embodies The Atlanta Journal-Constitution’s rich history, points to an increasingly digital future and highlights the personal calling and rigorous work of its journalists. A single masthead designed by Ideabar now unifies all products, ensuring readers recognize the organization’s commitment to credible, fact-based local journalism, irrespective of the medium. The move comes after an unprecedented year for the journalism organization’s public service journalism focused on public health, social issues and Georgia elections. Ideabar’s comprehensive work with The Atlanta Journal-Constitution encompassed strategic partnership with Davis Brand Capital, the creation of a new visual and verbal brand identity system, and a multimedia campaign across various platforms. This included broadcast, digital and print media, along with the development of updated assets and brand touchpoints.

Moving markets

The impact of the “Press On” campaign was significant, with a remarkable 10% increase in positive community perceptions of the paper’s credibility and importance. Digital subscription numbers surpassed campaign goals by 27%, solidifying The Atlanta Journal-Constitution’s position as a frontrunner in new digital subscription growth. Both print and website readership also experienced an impressive growth of over 10%.  

The campaign’s success was recognized with several prestigious awards, including the 2022 International News Media Association awards for Best Use of Video and Best Use of Print, the 2022 American Digital Media Award for Branded/Sponsored Content Campaign, the 2023 Digital Media Americas Award, the 2023 Communicator Award in the Social Issues/Responsibility Category and the WAN-IFRA’s Digital Media Awards America in the Small or Local Category.

“This campaign shows we finally found our voice,” said Executive Editor Kevin Riley. “This puts into words and visuals what we always felt about our work. Press On is our new rally cry.”

“Ideabar played an absolutely crucial role in bringing Press On to life,” said Vice President of Marketing Amy Chown. “They not only brought a bold, smart and modern visual identity to our brand, their passion for journalism and respect for the work of journalists truly shaped what is some of the finest work in our industry.”

“It comes at an important time for The Atlanta Journal-Constitution and all newspapers. I couldn’t be more pleased with the quality of the work they produced and the way they collaborated with us through a very extensive project,” Chown said.