Brand Strategy & Identity Exploration for a Leading Regional News Platform

Project Overview

Your Herefordshire is one of the county’s leading independent online news platforms, reaching over 100,000 social media followers and a large daily audience.

Founded by local entrepreneur Stefan, the platform evolved organically from a passion project into a trusted and widely recognised regional voice.

As the platform grew in scale and influence, there was an opportunity to refine and elevate the brand identity to better reflect its professionalism, credibility and future ambitions - while maintaining the familiarity that audiences trusted.

The objective was not to replace the existing identity, but to evolve it strategically, strengthening its visual presence and supporting future commercial growth.

Understanding the Brand

Before any design work began, we focused on understanding the existing brand and its relationship with the community.

Your Herefordshire already held strong emotional equity. Its audience trusted it because it felt:

• local
• authentic
• accessible

The existing logo also contained strong conceptual potential. The “Y” and “H” naturally formed a visual connection — an opportunity to develop a deeper narrative around connection and community.

The key challenge was balancing evolution with familiarity. A complete redesign risked losing recognition, so the approach needed to be refinement rather than reinvention.

Design Strategy & Concept

The proposed identity focused on clarity, symbolism and scalability.

Typography was modernised using Montserrat to improve readability and flexibility across digital platforms. Subtle adjustments introduced a sense of forward movement, reflecting the platform’s growth.

At the centre of the concept was the idea of a “bridge”, formed by the relationship between the “Y” and “H”. This became a visual metaphor for:

• connecting people and communities
• linking stories and local voices
• supporting relationships between residents and businesses

Colour choices reinforced regional identity:

monochrome versions ensuring flexibility across all formats

green referencing the Herefordshire countryside

blue subtly reflecting the River Wye

Tagline Development

We developed a simple but memorable tagline:

“Your News. Your Stories. Your Herefordshire.”

This structure reinforced:

• ownership and community connection
• clarity of purpose
• adaptability for future growth

The repetition of “Your” created a rhythm that aligned with the brand’s tone and audience relationship.

Expanding the Brand System

The concept extended beyond a single logo.

We developed a flexible brand system including:

• primary and secondary logo variations
• emblem formats for social media
• colour and monochrome versions
• scalable assets for digital and print use

Each element was designed to maintain consistency while allowing the brand to evolve across different platforms.

Supporting Commercial Growth Through Brand

The project also explored how branding could support commercial opportunities.

We developed narrative-led marketing materials designed to promote advertising and recruitment services. Rather than relying on traditional, minimal messaging, the approach focused on storytelling and value communication.

This aligned the brand identity with a more strategic and engaging sales approach.

Balancing Strategy and Stakeholder Vision

As with many branding projects, the process involved balancing best practice with stakeholder preferences.

While concise messaging is often effective, the client required a more narrative-driven approach. We adapted the strategy to deliver a more detailed and persuasive brand story, ensuring alignment with their vision while maintaining clarity and structure.

Results and Outcomes

The proposed rebrand provided:

• A modernised visual identity
• Stronger brand consistency
• A clear conceptual narrative
• A scalable system for future growth
• A foundation for improved commercial positioning

The work demonstrated how an established brand can evolve while preserving its core identity and audience trust.

Project Note

This case study represents a proposed brand identity and strategic direction developed for the client.

Following internal changes within the organisation, the concept was not implemented and the project became abortive.

However, it remains a strong example of our approach to brand evolution, strategic thinking and identity design.

Why This Project Matters

This project demonstrates more than design capability.

It shows strategic thinking, collaborative execution, and respect for brand heritage.

We balance creativity with business outcomes.

We help organisations evolve without losing their identity.

What This Demonstrates

This project highlights The DM Lab’s ability to:

• Evolve established brands without losing recognition
• Develop concept-led identity systems rooted in strategy
• Balance creative direction with stakeholder input
• Design scalable brand systems for digital platforms
• Support organisations in aligning brand with future growth

Project note: the branding work shown here represents the proposed rebrand developed for the client. Following internal changes within the organisation, the identity was not implemented.