“Review says ‘look back,'” says Matt Walsh, editor and publisher of the Business Observer. “Business leaders want to know what’s next, and that’s what we try to do — look forward.”
Walsh says the name-change decision also came from wanting to shake things up for the weekly business newspaper, which covers from Tampa to Naples. “We felt it was time to make a new statement, to refresh and rebrand our identity,” he says.
The Business Observer engaged Schifino Lee to help launch the fresh brand and tell its story in a way that inspires C-Level executives.
This new brand positioning communicates that business leaders can better succeed with the actionable insights offered by the Business Observer. Moreover, it keeps the focus on this region’s businesses while embracing a larger perspective. Just like the Business Observer.
For the main icon, Schifino Lee came up with the concept of using a paper airplane made out of the Business Observer publication. It flies over the state’s business areas to provide a better view of the business world – with local, regional, national and global insights that give businesses the power of the best information, insights and practices with integrity and authority. This has helped create confidence in the updated brand and build the foundation for future growth.
The work launched in the first redesigned issue (January, 2013). It will be utilized in other marketing and communication throughout the state in the coming year.
“Our focus is on getting the most relevant and compelling information to those who make decisions in business, and the new branding reflects that,” Walsh says. “We’re driven every day to provide information that’s relevant, compelling and useful. As we say, we report what the boss needs to know.”
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