TheSkimm Branding

TheSkimm underwent a comprehensive rebrand in partnership with Pentagram, launching in May 2020. Once the core elements were defined, we took full responsibility for rolling out the rebrand across all channels, including the redesign of the newsletter, app, website, podcasts, and marketing assets. This also involved developing the brand illustration style for icons, characters and advertising artwork. The new identity introduced a custom apostrophe as a brand mark, symbolizing clarity and connection, and an expanded character illustration system to reflect the diversity of theSkimm’s audience. The rebrand successfully modernized theSkimm’s visual presence, strengthening brand cohesion for its 7M+ readers.

Tags: Branding, Brand Guidelines, Creative Direction, Insurance, Tech