Refreshing a global brand

Cross Check International

First Draft is a global non-profit that addresses challenges relating to trust and truth in the digital age. In 2019, the organisation launched the CrossCheck International initiative — a global network that uses elections to galvanise newsrooms and public interest in truthful reporting. We helped First Draft to launch CrossCheck and roll out a branding refresh.

The challenge

First Draft pioneered collaborative reporting around elections, showing that competing newsrooms can work together for more effective, efficient and responsible reporting. 

In 2019, First Draft sought to launch the CrossCheck International initiative — a single, permanent, global network that uses elections to galvanise newsrooms and generate public interest in truthful reporting. 

While the First Draft brand is strong and bold, the launch of CrossCheck International initiative was the right time to roll out a branding refresh.

How we did it

We engaged the First Draft team during a half-day brand workshop to explore audiences, journeys, tone of voice and messages for the CrossCheck International brand. 

After the consultation phase, we refreshed the brand identity, including designing a new logo and typeface package and updating the brand guidelines.

The branding refresh also included a set of digital, print and event assets and a brand hierarchy to clearly distinguish between the visual identities and aims of First Draft and CrossCheck.

Outcomes

We created an adaptable, easy to roll out brand toolset that can be used across print, digital and events to support CrossCheck International’s activities.