FT Adviser brand refresh
challenge.
FT Adviser needed a refresh that went beyond just updating the website.
The brand felt dated and inconsistent across touchpoints, with a fragmented experience between editorial, marketing and product, and the website had accessibility issues. There was no clear system tying everything together, from newsletters and article imagery through to social and display.
The challenge was to modernise the brand, improve consistency and create something that could scale across all assets, without losing clarity or authority for this specialist audience.
The Financial Times’ New Agenda initiative addresses global challenges such as climate change, inequality and geopolitical tensions. It offers insights for governments, businesses and individuals. Covering a wide range of topics, it promotes responsible economic behaviour by equipping readers with the knowledge to make informed decisions. The main challenge was to raise global awareness and drive conversions.
solution.
I led the creative direction for a full brand refresh across product, editorial and marketing assets, creating a more cohesive and scalable system.
We focused on building a system rather than isolated outputs, aligning website, newsletters, article imagery, social, display and podcast branding under one consistent visual language. This included a full redesign of the site experience and a complete overhaul of newsletter formats, from editorial bulletins to onboarding and re-engagement journeys.
I also challenged the way audio content was presented, moving away from generic “podcast” labelling to clearer, more recognisable naming that better reflects the content and improves discoverability.
The team delivered the design and versioning under my direction, rolling this out across multiple formats and use cases. We introduced clearer hierarchy, more considered use of imagery and a more modern, confident tone across the brand.
We also created reusable templates, including Frontify-driven editorial assets and presentation systems, enabling teams to produce content consistently without relying on design for every output.
The result is a more unified, scalable system that works across the full FT Adviser ecosystem, improving consistency, speeding up production and strengthening the brand’s position as a trusted, modern voice in the market.
Developed a dual creative approach for brand and performance, delivering a consistent system across all channels and markets.
1. Awareness (brand-led design, “Make Sense of It All”)
— Positioned the FT as an essential guide for business leaders navigating global challenges
— Messaging resonated with professionals who are curious, ambitious and value independent journalism
new branding.
new branding.
old branding.
old branding.
