While The AJC has long enjoyed the trust of Southerners, the organization faced a modern challenge. With the ongoing decline in newspaper subscriptions and emerging technology continually redefining the way we consume information, the brand needed to reaffirm its relevance for today’s audiences. Enter The Substance and Soul of the South, the key message that touts our trustworthy and rigorous reporting and highlights our distinctly Southern perspective. Working with branding agency Matchstic - the rebrand focused not only on refining the blackletter logo but on redefining tone and voice, visual identity and brand strategy.
