Will Media
A Fresh Perspective on News and Information
Conceived in late 2019 by Alessandro Tommasi and launched in January 2020, Will Media entered Italian journalism with a clear ambition: to make politics, economics, sustainability and global affairs understandable to younger audiences. Traditional news outlets were struggling to reach people accustomed to discovering information directly through their social feeds. Will responded by adopting the language and visual codes of the platforms themselves. We joined at the concept stage to help turn this editorial ambition into a credible, approachable brand.
The positioning started with a simple idea: to give the brand a human identity. We imagined Will as someone you might meet on the street: informed, curious and able to make complex subjects easier to understand through clear, everyday language. This character became the guiding principle behind our work on brand strategy, naming and logo design. The name evokes both an ordinary individual and the future the publisher set out to make easier to understand.
We translated this character into a visual identity inspired by street culture. Saturated pop colours, assertive typography and modular layouts gave Will a distinctive presence in crowded social feeds. These visual principles also served an editorial purpose: clear typographic hierarchies, highlighted keywords, charts and simple icons supported different levels of engagement, from a quick scan to a deeper understanding. As thematic strands such as Will Green, Will Tech and Will Meets evolved, the identity could adapt its colour palette while maintaining a coherent and recognisable visual language.
The website played a different role from the social channels. Conceived as a lasting archive of Will’s journalism, it needed to help readers revisit subjects beyond the news cycle. We designed the information architecture, UX and UI around guided exploration, with filters for themes, subjects, platforms and dates. We also handled development and created brand guidelines, giving the editorial team a practical framework for publishing across formats as the operation expanded.
In less than a year, Will built a community of over two million people across its digital platforms. In June 2022, its acquisition by Chora Media was announced. Our work helped establish the strategic, visual and digital foundations for Will’s editorial development, supporting new stories and formats while maintaining a distinctive identity across its output.
IN BRIEF
Brand Positioning
Naming
Visual Identity
UX/UI
Information Architecture
Front-End Development
AWARDS
ADCI Awards 2020, Brand Identity — Gold
Conceived in late 2019 by Alessandro Tommasi and launched in January 2020, Will Media entered Italian journalism with a clear ambition: to make politics, economics, sustainability and global affairs understandable to younger audiences. Traditional news outlets were struggling to reach people accustomed to discovering information directly through their social feeds. Will responded by adopting the language and visual codes of the platforms themselves. We joined at the concept stage to help turn this editorial ambition into a credible, approachable brand.
The positioning started with a simple idea: to give the brand a human identity. We imagined Will as someone you might meet on the street: informed, curious and able to make complex subjects easier to understand through clear, everyday language. This character became the guiding principle behind our work on brand strategy, naming and logo design. The name evokes both an ordinary individual and the future the publisher set out to make easier to understand.
We translated this character into a visual identity inspired by street culture. Saturated pop colours, assertive typography and modular layouts gave Will a distinctive presence in crowded social feeds. These visual principles also served an editorial purpose: clear typographic hierarchies, highlighted keywords, charts and simple icons supported different levels of engagement, from a quick scan to a deeper understanding. As thematic strands such as Will Green, Will Tech and Will Meets evolved, the identity could adapt its colour palette while maintaining a coherent and recognisable visual language.
The website played a different role from the social channels. Conceived as a lasting archive of Will’s journalism, it needed to help readers revisit subjects beyond the news cycle. We designed the information architecture, UX and UI around guided exploration, with filters for themes, subjects, platforms and dates. We also handled development and created brand guidelines, giving the editorial team a practical framework for publishing across formats as the operation expanded.
In less than a year, Will built a community of over two million people across its digital platforms. In June 2022, its acquisition by Chora Media was announced. Our work helped establish the strategic, visual and digital foundations for Will’s editorial development, supporting new stories and formats while maintaining a distinctive identity across its output.
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