A year of stories. A lasting impact.
The Sydney Morning Herald & The Age – Impact Report 2022
Every year, The Sydney Morning Herald and The Age publish an Impact Report to demonstrate the real-world value of independent journalism. Beyond the daily headlines, it's an opportunity to reflect on the investigations and stories that challenged perspectives, held institutions accountable, sparked national conversations and helped drive meaningful change.
For the 2022 campaign, the challenge was to bring that impact to life. Rather than simply revisit the year's biggest headlines, we wanted to shine a light on the stories behind them — and the difference those stories made. From the devastating Lismore floods and Victoria's triple-zero crisis to investigations into the cosmetic surgery industry, these were stories that went beyond reporting the news to influence how Australians understood the issues affecting their lives.
Our creative approach centred on a simple idea: the stories that shaped more than the news. By pairing powerful editorial imagery with a consistent visual language and story-led messaging, we created a campaign that connected each investigation to its wider impact.
Developed across press, digital and social, the campaign gave individual stories a distinctive presence while creating a cohesive visual identity for the report. The aim was to make the value of independent journalism tangible, reminding audiences that the most important stories don't end when they're published. Their impact continues long after.
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The starting point was the idea that open-minded journalism helps shape the way Australians understand the world. We explored how individual news stories could become an invitation to look beyond the headline and discover the reporting behind them.
The creative needed to balance the seriousness of the subject matter with enough visual impact to capture attention in a crowded media environment. -
We explored two distinct design directions. One used deep-etched editorial photography, dark textured backgrounds and strong colour contrasts to create a dramatic, contemporary feel. The other introduced torn-paper framing and a more editorial treatment connected to the Impact Report itself.
Both approaches needed to accommodate different stories while feeling like part of the same campaign. -
The creative was developed across press, digital display and animated social formats, with layouts and messaging adapted to suit each placement.
My focus was on maintaining visual consistency while considering the practical details of each execution, from typography and image treatment to hierarchy, legibility and production requirements.
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Creative concept development, art direction, campaign design, visual storytelling, typography, image treatment and design adaptation across press, digital display and social.
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Client: The Sydney Morning Herald & The Age
Agency: BMF
Copywriter: Alister McCann