Many traditional news media outlets, especially newspapers, are losing readership and some have shuttered their doors. The Minnesota Star Tribune is hoping to buck that trend by expanding its coverage and appealing to younger readers with a newly launched rebrand.
The Minnesota Star Tribune unveiled its new brand platform for its audience, “The Heart and Voice of the North.” Following a reimagination of its technology products, reporting focus, and growth strategy, the company has positioned itself for a new wave of journalism. Adding Minnesota to its nameplate signals an expanded, state-wide focus going forward, and the company’s mission is to connect the people, ideas, and stories that strengthen Minnesota’s communities.
“We’re thrilled to relaunch as the Minnesota Star Tribune at such an important time for our state,” said Steve Grove, CEO and publisher, in a statement. “It’s not every day you get to reimagine a 157-year-old publication for a new era—so we don’t take this moment lightly.”
Grove continued that the company has spent the last year investing in more journalism in more locations on top of a stronger platform.
Overhauling the digital platform
Stagwell agencies Colle McVoy and Code and Theory led the transformation of the Star Tribune, with the addition of Colle McVoy’s boutique design arm, 10 Thousand Design.
Code and Theory handled the digital product ecosystem relaunch, which includes startribune.com and mobile apps. It features an enhanced reader experience, including a complete back-end website rebuild. The digital reboot is designed to ensure all news and editorial content is responsive across all platforms. It also takes advantage of new and emerging product offerings, which was done under the leadership of new chief product officer, Aron Pilhofer, who also worked at the New York Times and The Guardian.
Code and Theory is no stranger to media overhauls, having worked with Nylon, The Daily Beast, Bustle, and Nexstar Media Group to update their offerings. CEO Michael Treff and the staff at the agency are passionate about media, but they know that news is not a cash cow, so with this project, they needed to find ways to monetize the category.
“When you create new monetization opportunities, and when you focus on driving real reader value so subscriptions become meaningful, that’s setting up for the future. These are big change management projects, but when you keep the core of what makes Star Tribune so wonderful, so valuable, so important, it’s easy to push everything else forward,” Treff told ADWEEK.
Reworking the brand
Minneapolis-based Colle McVoy knows that the Star Tribune is important to the lives of Minnesotans, so it took its job reworking the brand identity of the news organization to heart. The new brand identity and design structure are built for the future of media consumption. In addition to the new name, the brand refresh includes a new nameplate, logo, color systems, sets of typography, a new mascot (Stribby the Gray Duck), and a new brand platform.
