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Topic

Topic

Topic is an imaginative, ambitious entertainment brand that aims to reshape and influence 21st-century storytelling amidst the frenzy of the 24/7 news cycle. Each month it creates compelling content in response to a different theme, covering several formats including long form journalism, video, photography and podcasts. It also operates a production studio that is best known for its movies Leave No Trace and Academy Award winner Spotlight.

We created a new brand strategy and expression, alongside an updated website design, in order to help it achieve its ambitions to increase readership and focus more on video.

Uniting behind a strong purpose ‘Stories in Focus’ has been defined as the core brand idea. It represents Topic’s approach to content, which is to put the story first. The format is chosen that best expresses the narrative, and creative, original storytelling is championed as distinct from the increasing quantity of clickbait and disposable content that pervades the media. Topic is uncompromising about its commitment to this approach, which contributes to the consistently excellent quality of content.

Topic is an imaginative, ambitious entertainment brand that aims to reshape and influence 21st-century storytelling amidst the frenzy of the 24/7 news cycle. Each month it creates compelling content in response to a different theme, covering several formats including long form journalism, video, photography and podcasts. It also operates a production studio that is best known for its movies Leave No Trace and Academy Award winner Spotlight.

We created a new brand strategy and expression, alongside an updated website design, in order to help it achieve its ambitions to increase readership and focus more on video.

Uniting behind a strong purpose ‘Stories in Focus’ has been defined as the core brand idea. It represents Topic’s approach to content, which is to put the story first. The format is chosen that best expresses the narrative, and creative, original storytelling is championed as distinct from the increasing quantity of clickbait and disposable content that pervades the media. Topic is uncompromising about its commitment to this approach, which contributes to the consistently excellent quality of content.

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The new logo, created in collaboration with the Topic team, consultant Juliette Cezzar, and refined by Tobias Frere-Jones, is the antithesis of the simple sans serif logos that are so common in the digital space.

The new logo, created in collaboration with the Topic team, consultant Juliette Cezzar, and refined by Tobias Frere-Jones, is the antithesis of the simple sans serif logos that are so common in the digital space.

The new logo, created in collaboration with the Topic team, consultant Juliette Cezzar, and refined by Tobias Frere-Jones, is the antithesis of the simple sans serif logos that are so common in the digital space.

The new logo, created in collaboration with the
Topic team, consultant Juliette Cezzar, and refined by Tobias Frere-Jones, is the antithesis of the simple sans serif logos that are so common in the digital space.

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Inspired by a camera aperture, the bespoke system frames Topic’s visual identity in the minds of the audience. This ensures Topic’s content is easy recognisable, but also subliminally underlines the gravitas of the content.

Inspired by a camera aperture, the bespoke system frames Topic’s visual identity in the minds of the audience. This ensures Topic’s content is easy recognisable, but also subliminally underlines the gravitas of the content.

Inspired by a camera aperture, the bespoke system frames Topic’s visual identity in the minds of the audience. This ensures Topic’s content is easy recognisable, but also subliminally underlines the gravitas of the content.

Rather than a typical prescriptive visual identity, the approach was to establish a design philosophy and a language that can be applied across digital channels, in various ways, to create a more seamless user experience.

Rather than a typical prescriptive visual identity, the approach was to establish a design philosophy and a language that can be applied across digital channels, in various ways, to create a more seamless user experience.

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Conversations spark ideas. Let’s talk.

Conversations spark ideas. 
Let's talk.

London

London

Northburgh House
10 Northburgh St
London
EC1V 0AT

+44 (0)20 7780 7600

Northburgh House
10 Northburgh St
London
EC1V 0AT

+44 (0)20 7780 7600

New York

New York

19 W 21st St
Suite 701
New York
NY 10010

+1 347 779 2595

19 W 21st St
Suite 701
New York
NY 10010

+1 347 779 2595

Hong Kong

Hong Kong

30/F One Island South
2 Heung Yip Road
Wong Chuk Hang
Hong Kong

+852 9498 5998

30/F One Island South
2 Heung Yip Road
Wong Chuk Hang
Hong Kong

+852 6200 4281