World Press Photo is a global platform for emerging and established professionals, showcasing work that draws public attention for topics and themes from every corner of the world. But in this digital age, anyone with a mobile phone has the potential to be the next 'citizen journalist', putting professional photography at risk. That led us to the question: how can World Press Photo stay relevant and continue its program of professional development for photographers everywhere?
World Press Photo's audience ranges far and wide, from practising photographers to corporate decision makers; from diplomats, to the general public. However, they all have a shared passion for photojournalism and uncovering the truth.
Visual journalism also has tremendous power to inspire and shape us. In recognition of this, we wanted to open up the stories behind the imagery. The first step was to develop a dynamic new brand proposition that would emphasize knowledge over pure information.
'Inspire understanding' is based on the belief that powerful images can make us think beyond what we already know. It embraces and celebrates the role that photojournalism plays in the world, whilst supporting the people that give these stories a voice.
Our brand proposition was implemented through a new online presence, brought to life across multiple channels. A reimagined web platform features explorative navigation and expanded background information on each image, photographer and current events.
Browsing the World Press Photo galleries leads visitors beyond the images themselves. Interviews with the photographers give further insights into why they covered the stories they did and the challenges surrounding them. Additional links give even wider context to both the photography and the subject.
The customized site was developed to help visitors easily reach content according to category or photographer, as well as browse awards from previous years. For those managing the content at World Press Photo, we made sure the system was flexible and robust enough so that updating the site could be done with minimal training or documentation.
As part of the new positioning, World Press Photo's brand identity was also brought up to date. The simple, restrained logotype we developed now lends the organization an increased level of authority and purpose. It features on all online and offline channels, making World Press Photo even more recognizable across the world.
The combination of strategic positioning, visual identity and user experience has strengthened World Press Photo's position as guardian of the highest quality photojournalism. Visitors are given greater access to the world's stories, stirring discussion and, ultimately, inspiring understanding.
"Great photojournalism is much more than mastery of the tools or publishing channels, which we can all access these days. We wanted to build a brand platform that respects the integrity of those who go to incredible lengths to bring us the stories that shape our world"
David Warner Chief Creative Director