Press Register: Rise Together
As Alabama’s second largest metropolitan area, Mobile is a community that’s routinely divided by a common geography. Differences of region, faction, interest and background often draw invisible lines in a community that in order to address oil spills, natural disasters and interest from global industry, it truly needs to speak as one. The Press-Register, Alabama’s oldest newspaper and the daily chronicle of the region, wanted to position itself as the answer to that issue: to be the informational glue that holds the region together.
To accomplish this, we created a campaign that revolved around the tagline, Rise Together. It positioned the paper as the common point of contact between hundreds of thousands of Mobilians – the one place where they all began their morning together, from business leaders on Government street to dock workers in Bon Secor. Because the more people who read the news The Press-Register puts forth every morning, the more the community could envision itself not as individuals, but as one.
To reflect this new positioning and perspective, we worked closely with the team at The Press-Register to even redesign the masthead. The new typography reflected a much more timeless persona – one that said the paper was proud of its history but also flexible to the modern age of journalism. In order to counteract the continued action line that “all newspapers are dying,” the work also positioned the newspaper as a forward thinking, digital first news organization that would continue to evolve and adapt to the ever-changing media landscape.