Modernising a Legacy Brand: Repositioning the Belfast Telegraph for the Digital Era

The Problem

With the Belfast Telegraph shifting to a predominantly online publishing model, its existing identity was no longer fit for purpose. New owner MediaHuis recognised the need to modernise the brand and digital experience to reflect changing audience behaviour and attitudes toward news content. The goal was to reposition the Telegraph as a compelling and trusted digital-first media brand while preserving the integrity and heritage of its 150-year legacy.

Our Approach

Anticipating this strategic transformation, Big Motive explored how evolving readership habits, political engagement, and content consumption behaviours were reshaping expectations of journalism. We set out to understand the needs of the modern Telegraph reader and developed a comprehensive design system that could support the publication’s commercial goals and deliver a user-centric experience across all platforms.

We began with an extensive study into audience perceptions and global best practices. Using this insight, we designed a new information architecture and mapped end-to-end reader journeys across devices. Our creative process included the development of interface concepts, content signposting mechanisms, and a digital brand identity tailored to multiple content types and user pathways.

The Outcome

Through iterative user testing and design refinement, we built a robust brand framework and partnered with the MediaHuis technology team to apply the new identity across the Telegraph’s website and mobile app. The work culminated in the creation of a comprehensive design system, enabling consistent implementation of the brand across all digital properties.

This rebrand repositioned the Belfast Telegraph as a modern and accessible news platform — transforming a traditional print newspaper into a dynamic digital content experience, with renewed relevance and a reinvigorated mission to serve as the voice of Northern Ireland’s citizens.