The Guardian's UX/Brand campaign

The Guardian has recently launched a brand campaign which positions them as a central, multi-channel news source.Under the banner of "Open Journalism" it is rolling out blog posts, print ads and ads (shown here).

The creative and the strategy work is of the high standard that we've come to expect from The Guardian. The notion of a newspaper becoming a user driven network of information is very interesting. However the aspect that intrigues is the end frame of the ad, which can also be seen on this press ad.

Rather than using a URL or some arbitrary brand tagline they have opted for 'Web, Print, Tablet, Mobile'. It's more than a 'call to action' it's a line in to the UX. By stating the multiple touch points they are sending a very clear message about the desired ways for readers to consume or interact. It doesn't say Twitter, blogs or email, it seperates mobile from tablet, it makes no reference to live events, the emphasis is purely on the tools that can used to interact - not the software. It's really a good example of the UX leading the Brand. More to the point it's a really good place for a newspaper to place itself. By distancing itself from the old world notions of printed daily newspapers it is squarely pointing itself towards the new generations of channel hopping, technically enabled users.