When daily broadsheet and newspaper heavy-weight The Guardian relaunched in tabloid format earlier this year, UCA graduate Joe Moloney was one half of a creative duo working on the national campaign behind it.
Promoting the role that The Guardian plays in society, in addition to its new size and format, BA (Hons) Graphic Communication alumnus Joe, in collaboration with his creative partner Suzi Paddison and the team at Karmarama agency, designed the concept of ‘Space For’.
“The brief in short was to amplify the role of The Guardian and launch the new tabloid size,” explains Joe. “It was an absolutely monster team effort to produce something of this scale for such a high-profile client. Knowing that the work you did would be scrutinised nationally required a lot of long days and nights from everyone to make sure everything hit all the objectives. It was a great environment to be part of.”
The campaign included a national TV advert, narrated by Maxine Peake, and campaign imagery and materials to showcase the principles and goals of The Guardian. Launching the new tabloid size and design, and positioning The Guardian’s new style of journalism, the tabloid shape in the campaign represents a space for the changes the audience would like to see in the world.
“Nothing really beats the feeling of the work going live. Or that first drink you all have when the work is out the door,” says Joe. “To know that all the hours you put in have actually come to fruition feels great as a huge amount of ideas you have will never see the light of day. The opportunity to work on a brief that has got global recognition is unbelievable. It was mega to be part of the team that created it.”
Creative partner Suzi adds: “The response from the public has been really positive. It’s nice to hear from complete strangers that you’re doing good especially when addressing such important issues. Also, it’s everywhere! I’ve loved having friends and family sending me pics of it out in the world. Walking to the tube station in the morning and seeing the work is surreal but it’s a great start to the day.”
Since graduating from UCA Farnham in 2015, Joe has been working with Suzi. Talking about their creative partnership, the duo say: “It’s pretty fun! It’s quite weird having a work marriage, but it’s the same as a real relationship. You share the highs and you support each other on the off days. You find a flow that works for both of you in time.
“It’s great that we get to share each other’s successes and it’s very easy to bounce ideas off each other. Having a similar sense of humour helps.”
Below image: Suzi & Joe.