Matchstic Radically Relevant
Year:
2024
Industry:
Consumer
(Services)

Intro

The Substance and Soul of the South

The Atlanta Journal-Constitution stands as the sole journalism brand with a 150-year legacy in the South. They approached us amid a significant effort to reposition their brand as a modern media company with Southern roots and global potential.

AJC Case Study Archvival Assets
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AJC After
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AJC Case Study Newspaper

Visual System

The primary concept of the visual system is pulled from the organization name itself. In 1982, The Atlanta Journal merged with the Atlanta Constitution—and in 2001, the hyphen was introduced to connect the two names. The hyphen is now used as a visual frame to elevate our stories, as a connector line to link contrasting information, and as a repetitive device to create rhythm.

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Verbal Identity

The verbal identity is rooted in the AJC’s dual embrace of substance and soul, reinforcing their commitment to Atlanta while setting the stage for a true leadership position not just at home, but across the South. The brand voice blends the intelligence of top-tier journalism with the Southern character that suffuses all Atlanta, brought to life by short, sharp, headline-inspired language written to be smart without sounding preachy or academic. It's the verbal complement to a design system that highlights the AJC's role as a "frame" for the South’s biggest stories, inviting the AJC to celebrate their journalistic bona fides while creating space for a unique POV.

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Office Activation

We also partnered with the AJC to bring the identity to life in their new studio space in the heart of city. Updated wall graphics, custom signage, and a brand experience that honors the AJC’s legacy adorns the halls. Mission-driven messaging, sharp headlines, and historic artifacts were integrated throughout the workspace, creating an atmosphere that reflects the AJC’s commitment to humanity, integrity, and care.

ajc.com

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