Repositioning the world's most-loved creative publication

It's Nice That had grown into one of the world's most-read creative publications, but its mission, 'Championing Creativity', described what it had been doing for fifteen years, not where the creative industries were going. Growth had outpaced positioning.

We ran a full repositioning audit: audience analysis, format review, editorial workflow diagnostics. The recommendation was a one-word shift with operational consequences, from championing creativity to inspiring it, moving the brand from cheerleader to catalyst.

Alongside the mission, we developed new content formats and a one-to-three-year roadmap, and restructured editorial workflows so the strategy would survive contact with the publishing schedule.

The team adopted the new mission and roadmap, with format development and workflow changes in motion, and described the analysis as some of the most astute strategic thinking the company had commissioned.