The News Movement
Project
The News Movement
The News Movement is a social-first newsroom built for audiences who encounter news incidentally, not intentionally. Positioned at the intersection of journalism, culture and platform behaviour, TNM rethinks how credibility shows up on social.
Published
January 2026
Agency
20(Something)
Developed by 20(SOMETHING), the brand strategy is rooted in one idea: standing beside the audience, reporting their reality.
The identity moves away from legacy authority in favour of a companion voice that is grounded, credible and fluent in the visual language of social feeds.
The visual system thrives on juxtaposition. Type, imagery and layout sit in deliberate tension, forming a recognisable yet flexible language that reflects the complexity and pace of contemporary news. The result is a brand that moves at the rhythm of social while retaining the backbone of journalism, fast to make, serious in tone and built for trust.
Creative Direction
Will Thacker
Art Direction & Design
Phoebe Leadbeater
Ruby Chipperfield
Strategy
Lucinda Gosling
Client Services
Anisha Obeng
Bronwyn Schnurr
