In a media landscape increasingly defined by polarisation and declining trust, The i Paper, has built a reputation for something increasingly valuable: intelligent, impartial journalism.

We partnered with The i Paper to make that distinction unmistakable. From its name and positioning to a new visual identity, we created a clearer, more confident expression of what the publication stands for, built to strengthen recognition across print and digital.

The result is a more distinctive brand for a distinctive editorial proposition, supporting a period of significant growth:

12%+ increase in total active digital subscribers since the rebrand.

7.9m digital readers by November 2025.

+15.5% increase in total time spent.

News Website of the Year, 2025 Press Awards.