The journey began with The News Movement (TNM), an antidote to traditional media that redefined news for a social-first generation. As TNM expanded, acquiring The Recount in politics and launching Capsule in women’s lifestyle and fashion, the brand architecture became increasingly complex. Audiences, clients and employees were unsure how the parts connected, so a unifying top-company was needed to bring coherence and purpose.

Through stakeholder interviews, audience research and market analysis, we uncovered the shared belief driving every part of the business: today’s audiences are underserved, overwhelmed and disillusioned with traditional media. To answer this, we developed a brand model and naming process that led to Caliber. Our strategic proposition, “Journalism that moves, at the speed of culture,” reflects the balance between urgency and accuracy, cultural relevance and journalistic standards.

Creatively, Caliber cuts through the noise. We developed an identity built around the lens as a metaphor for editorial focus, pulling what matters into sharp clarity while letting distractions blur away. The aperture dial became the foundation for the mark, a symbol of precision and control. A visual system of layered typography and shifting-focus imagery reflects the process of shaping stories with integrity. Clean, architectural forms anchor corporate communications while textured treatments bring energy to live cultural moments. The result is a living brand designed to move with the news cycle, evolve with culture and always sharpen meaning.

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